Opinion

The data trap: Why performance teams need to look beyond the dashboard

Anais Cramesnil de Laleu, performance director at Atomic 212, explores the concept of data traps and why we need to rethink what is expected from performance teams.

In a world where every click, comment and share is scrutinised, performance media teams are expected to serve up insights faster than your local barista.

With access to more data than ever, we’re not just collecting numbers – we’re expected to digest, analyse and serve up ready-to-go recommendations at lightning speed.

Yet, despite the buzz around data-driven strategies and the growing arsenal of AI-powered tools promising to elevate, bolster, or supercharge (insert your buzzword of choice) performance media, our industry still struggles to make full use of these advancements. It feels like we’re sitting at an all-you-can-eat buffet of technology but all we have is a plate full of mixed greens.

The trap of short-term fixes

Too often, I see short-term, placeholder optimisations recommended simply because we can’t tackle everything at once.

It’s not that performance teams lack analytical skills; it’s that the rapid evolution of tech and data has businesses scrambling to find experts who can translate complexity into action. The expectations keep rising: as tech companies roll out smarter and more powerful tools, clients pile on requests for immediate insights. This
creates an unrealistic demand for real-time optimisations, like adjusting bid strategies just because today’s data suggests we should.

The problem? We’re optimising for the next five minutes instead of the next five years. In the rush to act on instant insights, we risk widening the gap between short-term execution and long-term strategic impact. It’s like training to improve your time in a 100-metre print when you’re about to run a marathon.

Bridging the short-term and long-term divide

But performance media isn’t just about crunching numbers: it’s about translating data into strategies that drive real business results. And here’s where another challenge emerges: conflicting business goals.

One team wants volume, another wants efficiency. One department pushes for brand growth, another demands immediate ROI. Without alignment, marketing and performance teams end up pulling in different directions.

Collaboration is no longer optional. Performance media teams and marketing teams must work together to define clear, measurable goals that connect short-term actions with a long-term vision. Instead of reacting to daily data spikes, we need structured plans that treat short-term wins as building blocks, not distractions, from sustainable growth.

Rethinking the role of performance teams

To make this shift, we need to rethink what is expected from performance teams. It’s no longer just about mastering data tools or automating reports. The real value lies in critical thinking, forward planning and the ability to connect dots that others miss.

Luckily, we have AI and automation at our disposal. They are powerful tools that can take routine tasks off our plates. But just as a GPS can’t replace a skilled driver, AI alone won’t solve our challenges. It’s up to us to go beyond surface-level optimisations and dig deeper for insights that drive real business impact.

Now is our opportunity to stop playing catch-up and start leading the conversation.

Instead of treating performance media as a reactive function, we should be setting the course and bridging the gap between immediate actions and long-term success.

Anais Cramesnil de Laleu is the performance director at Atomic 212.

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