Australian companies are predicted to spend half their advertising budgets on digital by 2020 -- But are we all in danger of missing the point?

In the conclusion of this two-part CMO Show special Mark Ritson, Adjunct Professor at Melbourne Business School, argues that the marketing industry's obsession with digital metrics is driving it dangerously close to forgetting what matters most - audience.

"If you look at digital video, it is one of the most disgraceful acts of data misrepresentation and lazy journalism that we have ever seen in the history of commercial coverage, never mind marketing. It's a disgrace!"

Thankfully Ritson also says that not all is lost for today's marketers - we just need to get back to class for some 101 education. It's not about research, it's about market orientation he says.

"The reason you have to start with market orientation and not market research is [that] we all know brand managers that have got tonnes of research, but never pay any attention to it because they don't have market orientation."

Sit up straight with hosts Mark Jones and JV Douglas as Ritson breathes fire on industry-wide misperceptions, and gives a lesson in the fundamentals that all marketers should know.