Why Tracking Marketing Is Now So Tough - Advertising Age - CMO Strategy

Despite the best efforts of research firms to pump out data that seem to forecast how marketers are doing, complexity is growing faster than the ability of research firms to cut through it.

Why Tracking Marketing Is Now So Tough - Advertising Age - CMO Strategy

My mantra is and will continue to be - embrace complexity. Look, the fundamentals of great communication won't change - a simple story well told remains the gold standard for advertising. However, the means by which every brand story is told -- is expressed -- is now and henceforth shall be COMPLEX. Get used to it.

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