Executives closely scrutinize marketing budgets, putting pressure on marketers for better verifiability, accountability, measurability and return on investment. Reaching potential customers with a message that resonates with them has always been challenging but the explosion of new channels and ever-changing consumer preferences have made communicating with those consumers exponentially harder. Without an understanding of which media and channels are working, and which are not, marketers run the risk of reducing spending in high-value media and channels while retaining low-performing ones.