Sounds like a low-quality shop or one that isn&#x27;t being paid to do the strategic thinking around their measurement to determine &quot;if it works.&quot;<p>As someone who is deep in the thick of that stuff, I&#x27;ll be the first to admit the data is very fuzzy, and relies on a lot of statistics to really get a sense of whether things are working when there is not a strong direct response component (see: brand display advertising).  Even the value things like paid search are entirely subjective depending on the attribution model you use and how you measure incremental lift.<p>But that isn&#x27;t to say it is all voodoo that doesn&#x27;t work.  Its just that to measure it properly you need some very expensive technology and&#x2F;or proper stats training.