When WPP, the top advertising holding company, announced that their shares had tumbled 11% due to reduced CPG budgets, there was a lot of industry hand-wringing. I get it. What happens within advertising is generally viewed as a bellwether of bad economic forecasts.

But because I’m generally a glass-half-full sort of person, I look at this kind of uncertainty as a growth opportunity for brands. Marketers who focus on longer-term brand building instead of short-term gains are the ones who will win the day. A key facet of long-term growth requires having the right marketing analytics in place to measure results, like Neustar MarketShare’s marketing mix modeling and multi-touch attribution product suite.

Read more about my views about marketing analytics’ role in your brand-building efforts in my AdWeek piece: “It’s Time for Brands to Start Learning How to Grow Again.”