Note:  Because of the explanation necessary here, this piece will exceed the four-minute read rule.  Hopefully it’ll be worth your time (precious though it is, I know).     In Part 1 of this two-part series, we considered how a set of results from any type of marketing campaign isn’t measurement by itself.  Rather, it’s…

If you’ve ever worked at a marketing agency, this scenario might sound familiar.  There are six weeks to go in your client’s fiscal.  They give you a call with a rush request to help them figure out how to spend their remaining budget for fear of losing it the following year.  The subsequent spending spree…