Summary: For decades, marketers were limited to what we now call traditional channels: print media and radio/television. Ad performance was typically assessed in terms of actual revenue. Marketers had little ability to determine how many conversions resulted directly from a given campaign. Therefore, outbound marketing was the norm. Marketers had to make educated guesses on the ROI and had no means to drill down into impressions or other touchpoints. All that has changed now in the era of digital marketing, when detailed analytics are not only available but crucial for measuring performance. For better or worse, brands are now inundated