Paths to conversion are typically rather complex and have multiple touch points. Awareness is a big deal and a necessary step before it's possible to even be i

Paths to conversion are typically rather complex and have multiple touch points. Awareness is a big deal and a necessary step before it's possible to even be in a consideration set. For example, TV ads typically rank very low in any self-reported market research on influencing purchase intent. And yet if you run a test in a DMA pulling TV ads you'll see sales decrease dramatically. While the industry likes to pretend it has come a long way, in many cases marketing and advertising is still just as much "I know half of my ads work and half don't, I just don't know which half is which."