Marketing is maths and always has been. Ever since the first shopkeeper realised that a sign on the side of his building would drive more sales than it cost to erect then the mathematics of promotion and consumption have been in place. The sums have become more complicated, with search marketing now more akin to a science than an art, but the core cost/benefit calculation remains the same.
I'm sure there are creatives reading this who would argue that its more than just maths, but creativity is simply an important variable in the marketing equation. A great storyline, film or image may increase the effectiveness of an advertising treatment, but if it costs more than it generates, then it's not an effective creative approach.
By: Guest Author, Edited by: Olivia Solon
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via Wired.co.uk
http://www.wired.co.uk/news/archive/2012-08/13/customer-network-lifetime-value
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