How forensic analysis helps understand why a marketing campaign failed
Like most I never win every bid I present, but as with baseball if you average a hit one out of each three times you are at bat, that .333 batting average will make you a perennial All-Star. You will be above the rest and yet close enough to the top to still go for the gold.
In the last 18 months a strange phenomenon (for me) has occurred. Many of the integrated marketing programmes that I bid on and did not win have been reassigned to me after the programme was assigned to another...