Mark Ritson: Stop pretending you can prove the ROI of brand investment

Why it matters

Ritson argues marketers should stop pretending they can precisely prove brand-investment ROI, and stop letting that pretence distort budgets toward whatever is easily measurable. The 'so what' for social teams: don't over-index on last-click metrics at the expense of long-term brand building. A useful counterweight when finance asks for attribution you can't honestly give.

The source