At Recast we're on a mission to rid the world of wasted advertising spend. No one method or tool is going to get us there, so as well as our own content, we're sharing the best of what we've read on marketing measurement this week.

Is the role of an analytics department to act as a consultant to the marketing team and give advice? Or is the role to be a referee and hold marketing accountable for performance?

In practice, I’ve rarely seen the analytics department acting as an enforcer, although they may provide the evidence to the finance or leadership teams used to make the case for action.

Savvy marketing teams embed analytics in their own team or work very closely with analytics experts, so that they’re the ones on the offensive, making the case for the value of marketing and justifying their strategic decisions proactively, rather than waiting to react when a report shows a metric going south.

We try to read everything out there that's relevant to marketing measurement, and this is the best of what we've read recently.

If you read something great this week, or want to share your own content, submit here.

This is the best of what you might have missed, anything previously posted that is still relevant today.

Just for fun...