Good to see Strategy+Business looking at ROI on marketing in a grown-up way. The proliferation of digital media and the fragmentation of audiences have rendered audience exposure, the traditional currency of advertising, much less compelling. [Was that ever a useful indicator? – It got measured because that’s what the agencies could deliver – whether their clients ever turned that exposure into sales was too dependent on things outside the agencies control.] A new focus [‘new’ ? about time, more like !!] on outcome-based metrics has the potential to yield enormous returns for leaders in marketing, advertising, and media.