In this podcast episode, Brandon Bateman and Landon discuss how random variation and performance metrics play a crucial role in understanding the success of marketing campaigns. They use the analogy of a roulette table to explain how people often perceive patterns in randomness, which can lead to misinterpretation of campaign performance. The key takeaway is that while short-term results may vary, consistent tracking of leading and lagging metrics helps identify long-term trends that determine the effectiveness of a marketing strategy.

They highlight the importance of goal setting and reverse engineering return on investment (ROI) to assess progress. By analyzing leading metrics like impressions, clicks, and conversions, marketers can determine if they are on track to meet their long-term goals. Even when short-term results seem volatile, understanding these metrics provides clarity on whether a campaign is trending in the right direction.

Brandon emphasizes that patience is needed in marketing, as results may take time to manifest. However, consistent leading metrics offer signs of success. They also discuss the importance of building trust with clients, showing transparency in metrics rather than just asking clients to take their word for it.

‍