Why the human brain is not enough
There’s a lot that’s not known about the brain, but here’s one thing that is: your brain can’t handle more than four variables, including time. And marketing’s multiplier effect on business performance includes about 50 – and that’s on sales alone.
That’s why you need help. While customer journey analytics like MTA is important for optimizing the communication itself, this data is not enough to help you understand how to spend your next Dollar, Euro, Yuan for the most effective go-to-market mix.