If it can’t be measured, it gets cut.

If it can be measured, it gets over-optimized to death because experimentation is verboten.

The result? Marketing that’s predictable, forgettable, and easy to ignore—and not actually that performant after all.

How can we reclaim data as a tool for clarity instead of submitting to its chaos?

Just because we can measure everything doesn't mean we should. Digital media gave way to instant metrics which led to instant expectations on results but a CTR, a bounce rate, or even a conversion doesn’t always tell the whole story. The obsession with short-term,