Many companies fail to obtain the required insight in their campaigns' marketing results. It's not that hard to get those insights though, and it's impossible to properly adjust your actions without realizing the crossmedial results your campaigns are returning. My experience is that good insights in customer value and campaign results directly lead to better decisions. It doesn't matter if you're spending millions or just a couple thousand dollars on marketing: with the right insights, you can adjust quicker, make better decisions and be ready to strike when the market shows opportunities. Companies who do obtain real-time insights in campaign results, will perform better than their competitors.
I'd even go so far as to say a campaign should not be launched, if its results cannot be presented: it's the most important investment for any commercial organisation.
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