The accelerating media transformation is rapidly redefining the relationship between brands and consumers. As new vehicles proliferate, marketers face an urgent question: where do I invest. Neither planning nor analytics tools have kept up. And while statisticians work to sort through the jumble of data, marketers need to make tough innovation decisions…yesterday.
Life offers few shortcuts, but it is wise to take them when they materialize. Some marketing decisions may contain a shortcut around the “What kind of an ROI will I get?” interrogation. In some cases, it can be simpler to ask “Can I afford not to invest in a new tactic?”