Jetstar’s former CEO and founder of a touted Australian tech unicorn, Bruce Buchanan, is not an obvious defender for long-term brand building over the current boom in digital performance marketing tactics but he’s seeing too much data to ignore the trend.

The New York-based Australian expat and CEO of Rokt, backed by big name investors including Lachlan Murdoch, Time Inc and Carsales founder Greg Roebuck, said the digital economy’s ability to spin-off a wild array of easy-to-capture metrics has warped companies into a false sense of what is working for business value creation.