In the old times, the relationship between a company and its customers was dominated by the “Mad Men” style of advertising. They chose the best copy, the best ad creative and media. Their work was inspired by creativity and intuition – less by numbers, metrics and analytics.
Today’s marketing requires much more than great copy, and a marketer’s day to day work is made of an ever-widening attention to content, creative and many analytical and quantitative metrics. Audiences are spread across multiple different channels, and different rules must be applied.