How to Do Performance Marketing Without Wrecking Your Brand

Creativity and technology don't have to be at odds with one another

Every morning in my inbox, there are a dozen or so unsolicited offers from technology companies that promise to solve all of my marketing problems through AI, deep learning and whatever other dark magic is the rage right now. While I am by no means a luddite, I am highly skeptical of silver bullet solutions for a problem as complicated as, say, customer acquisition. Technology is part of the solution when it comes to measurable performance marketing, but it is far from the most important aspect.