We found ourselves listening to the Champagne Strategy Podcast, featuring the brilliant Dale W. Harrison. He described marketing as the craft of influencing the future.
His main question: How can one determine the impact of their marketing efforts without proper measurement?

He critically observed that simply undertaking a myriad of actions is not indicative of true effectiveness. The focus should be on evaluating meaningful outcomes, not just operational efficiencies.

To effectively measure marketing impact, He suggested two approaches, emphasizing that memories are the currency of marketing success:

Investigate the cognitive footprints of potential customers by monitoring behavioral indicators such as
- branded search queries, which serve as behavioral proxies. or
- Employ well-designed, longitudinal customer panels that provide insights
(don't do surveys)

So if you are in the Car industry here is a rational fact on why you should be doing your Market effectiveness tracking based on Branded searches