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growing share of the marketing budget is managed according to the principles of targeted-performance marketing: personalized messages, direct impact measurement at the level of individual users, near-time optimization, and partial automation. This is especially true for digital marketing activities that drive conversion and purchase.

But what about the media spend focused on the earlier stages of the consumers decision journey, such as brand awareness, including traditional media or mid- and upper-funnel portions of digital marketing? While these investments often account for more than 50 percent of the marketing budget, they are managed with far less rigor than online spending. This leads to an unclear understanding of performance and a tendency to rely on accepted wisdom. Or, worse, mid- and upper-funnel spend in digital are held to the same performance metrics as the lower-funnel performance, often leading to a false or misleading understanding of the impact of spending. As a result, marketers often rely on their media agency to tell them what to do.