Marketing
fromThe Drum
21 hours agoHow obsession with metrics can kill performance
Optimizing solely for a single metric can harm long-term growth by causing audience fatigue, innovation stagnation, and market-share erosion.
Firstly, the campaign led to audience fatigue, over-saturating their most engaged customers while ignoring potential new ones. It also resulted in product tunnel vision, whereby the brand stopped promoting its full product range, so missed cross-sell opportunities. Similarly, innovation stagnation meant that new product launches struggled because the algorithm only promoted proven winners. Lastly, it also led to market share erosion, with competitors capturing new customers that the brand had ignored.