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In this episode, we take on one of marketing’s most uncomfortable topics: ROI — and why the way we calculate it is fundamentally broken.

We talk about why marketing numbers get recalculated (or quietly dismissed) the moment they hit the CFO’s desk, and why attribution debates, channel wars, and “soft metrics” aren’t the real problem. The real issue is data quality — or rather, the lack of it. We unpack a simple but uncomfortable idea: if only 50% of your data is trustworthy, then only 50% of your reported ROI should be trusted as well.

From paid media tracking to campaign tagging and analytics foundations, we argue that data quality isn’t a hygiene task or an IT problem — it’s a core input to the ROI formula. Fix that, and marketing suddenly becomes a lot harder to argue with. Ignore it, and no spreadsheet will ever save you.