What if Performance Advertising isn’t Just an Analytics Scam?

If you haven’t read Rand Fishkin’s What if Performance Advertising Is Just an Analytics Scam? then I’d highly recommend you do.

It’s a near-perfect archetype of the sort of issues that get raised by someone who knows just enough about performance marketing to know the contentious areas, but not enough to understand their solutions.

Many of the claims in Fishkin’s article will be familiar with the criticisms raised, having heard them from CMOs, clients, and other stakeholders over the years. For those…