The three magic words that will make your chief financial officer’s heart sing: return on investment. In the era of big data, marketers are armed with an ever-expanding range of data points by which they can improve, or prove, the efficiency of marketing campaigns – or at least select the data they need to retrospectively support their prior business decisions. With so much data to guide and support every decision, surely marketers have better tools to do a better job, with less need for instinctive guesswork and risk-taking. To put it bluntly, they should be getting it more right, more often than ever; after all, isn’t that what all this investment in data harvesting and analysis is for? In theory, yes. But is the growing focus on big data propelling marketing, or becoming a distraction? At a time when corporations can use a proliferating array of software to measure every aspect of their brand and marketing teams, are marketers at risk of feeling unappreciated, frustrated and demeaned?