Which of the following is the biggest obstacle to better measurement of the payback on marketing investments: Lack of data; low measurement skills; drowning in a thousand metrics; or low credibility in the eyes of key stakeholders? While data and skills are critically important components of measurement success, there is no single obstacle more formidable than lack of credibility. Data, after all, can be estimated within reason. Skills can be "rented" while they are being developed. But credibility either exists or it doesn't. And if it doesn't, the road back can be long and winding.