Dave Levett - Murmur Media - Why ROAS is the greatest myth in eCommerce.
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In this episode of Ecommerce Australia, host Ryan Martin sits down with Dave Levett, Founder and Managing Director of the award winning omni-channel marketing agency Murmur.
Together, they tackle one of the biggest misconceptions in digital marketing, why ROAS (Return on Ad Spend) is an outdated, misleading metric that could be silently holding your business back.
Dave Levett, a seasoned marketer with experience spanning both agency and brand-side roles, shares his journey from working with major brands like Telstra and Sky UK to founding Murmur, where he helps eCommerce and retail brands unlock real growth.
With a strong background in media strategy, performance marketing, and brand building, Dave dives deep into why the industry needs to move beyond ROAS and embrace a more holistic approach to attribution and marketing effectiveness.
Ryan and Dave break down:
TheROAS myth -why focusing solely on return on ad spend is a dangerous trap.
The difference between marketing efficiency and marketing effectiveness (and why most brands confuse the two).
How Marketing Mix Modeling(MMM) is changing the game for brands that want to scale.
Why brand equity and audience expansion are key to long-term profitability.
The importance of investing in both digital and offline channels for maximum impact.
Dave also shares a fascinating case study with Melbourne City Football Club, where his team discovered they had been over-investing in Meta andunder-investing in high performing offline channels like out-of-home and TikTok, proving that true marketing success comes from understanding the full picture, not just platform driven metrics.
🎧 Tune in now and learn whyyour competitors have already stopped caring about ROAS—so should you!
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