How to adjust to the new consumer journey  All too often
marketers allow their strategies to be led by the performance of
an individual channel: ROI for paid search vs. ROI for display
vs. ROI of social media, etc. And all too often marketers are
left with the same inability to really move the needle of
success. The problem is that marketers are channel-centric in
their measurement of marketing performance and optimization.
Advertising no longer looks the way it did in the days of Don
Draper. It's not as simple as coming up with a big creative
idea, printing a magazine ad, erecting a billboard, broadcasting
a commercial, and sitting back with a cigar to wait for the ad-
induced mass consumption of a product. No, the advent and wide-
spread adoption of internet connectivity, mobile technology, and
social sharing has created countless disruptions to this once
direct path.  The consumer decision journey is no longer as
simple as seeing an advertisement and driving to the store. As a
result, success can't be accura