The Impact of Marketing Activities on the Bottom Line

I am, I quoted you in the intro suggesting that marketers are too comms focused and not more business oriented. What's always been difficult to prove without the luxury of econometric models is the impact of marketing activities on the bottom line. As marketers we always seem to be seduced by the shiny new thing,. You know this the dog that box at every passing car, and, and look at short term stuff. And it's like come back upstream guys because there's a behavior change issue here you need to define first.