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In this milestone 100th episode, Ryan Martin sits down with eCommerce strategist and fractional CMO Mark Baartse to dismantle the myths around ROAS, attribution, and performance marketing.

This is not another fluffy chat about branding, it’s a hard hitting, brutally honest look at what’s really working in Australian eCommerce.

From why relying on Meta and Google is short-sighted to how brand-building pays off in revenue (not just theory), Mark shares the insights that have helped scale brands doing $200M+.

You’ll also learn how most businesses are measuring the wrong data, the dangerous streetlight effect holding you back, and what the top performers in 2025 will be doing differently.

Key Takeaways

• Why ROAS is a seductive but misleading metric
• How to know when to pull back on paid ads and invest in brand
• What the streetlight effect is and how it’s quietly killing your growth
• The real role of attribution and why it’s often marketing’s worst enemy
• How to structure your first 3 to 5 years as an eCommerce brand
• What smart Aussie brands are doing to stand out in a sea of sameness

If you’re serious about scaling sustainably, this is the episode you can’t afford to miss.

Connect with Mark

The Long And Short Of It PDF.