The KPI Cafe returns with Facebook's Head of Automotive Retail Bob Lanham. The inspiration behind the episode stems from the disjointed approach to defining two key terms used in digital marketing: measurement and optimization. How you define these will help change your perspective on how to approach your digital strategies, budgeting, and benchmarks for success. It's time to start thinking about how to spend better, not spend more, by asking "Why?" more often and leveraging the right K...