For years, metrics and analysis have been arguing for validity among marketers. Sure, everyone talks about the importance, but as research has shown, this doesn’t always correlate to making its way into the budget. Even as recently as a year ago, I can remember being at a marketing awards show, in which one of the judges for the ‘measurable marketing’ category commented that the concentration was primarily subjective. Given the technology now available for tracking marketing spend, such a statement is now laughable. That said, the need for a ‘full spectrum’ analysis tool is growing at an exponential rate.