I agree, discipline is key in an accountable campaign.

We find that by having an upfront agreement on goals, it makes it a lot easier to resist the urge to stray from the strategy later on. If every decision is made based on how it affects the ultimate goal, much of the subjectivity comes out of the process.

Thanks again.

I think it is interesting that you said in the old days advertising budgets were apparently bottomless. I agree that companies poured money in and assumed it was successful, where as today’s technology gives us actual data proving success and companies question it and lower there budgets.

I think that you are right that being accountable takes discipline and that can be difficult for larger companies specifically.