[rangersanger]

Okay, I agree with everything you've said. In a "Data driven" organization, how do you prove that your brand marketing is working in order to protect it? A new leader comes in and says "this isn't adding value, you cant prove it's adding value, I'm cutting it unless you can prove it." What's your response?

[marrone12]

You can a/b test brand marketing effectiveness. Test and control markets over a long time frame, let's say 6 months to a year. The problem is that the level of investment is quite high and that the total results take a long time to reach significance.

[tehjoker]

A data driven organization is too short sighted to value things that aren't easily measured.