Digiday: Kevin Goodwin on Brand Health Metrics
There’s enough data and belief that brand lift leads to business outcomes and revenue that people care and are willing to look at brand lift more.Kevin Goodwin, SVP of Strategy & Growth at New Engen
This blog summarizes an article from published by Digiday on May 5, 2026.
SEATTLE, WA - In a recent Digiday article, Kevin Goodwin, SVP of Strategy & Growth at New Engen, was featured in a conversation about the renewed importance of brand health metrics and the growing push to connect brand-building efforts with measurable business outcomes.
The article explores how the idea of “brandformance” is resurfacing across the advertising industry as marketers work to better balance brand and performance marketing. While performance metrics like ROAS and CPA remain critical, brands are increasingly paying attention to signals like brand lift, consideration, marketing profitability, and overall brand health.
Kevin’s perspective underscores a broader shift in marketing: brand metrics are no longer viewed as “soft” signals that sit separately from business impact. Instead, marketers are recognizing that brand lift and consumer perception can play a meaningful role in driving revenue, especially as performance marketing faces diminishing returns.
Read the full Digiday article, "WTF Are Brand Health Metrics?", to learn why brand health metrics are gaining renewed attention, and how marketers are connecting brand lift to measurable business outcomes.
