You know the old lines and adages. “Marketing is a dark art.” “I know half my marketing budget isn’t wasted, I just don’t know what half.” These are common refrains of the marketing world. It’s always been the marketer’s job to stir the soul, win the heart, or at the very least convince people to buy. As technology has advanced, the industry has turned its eye towards more precise ways of measuring performance and engagement. With the rise of the Internet, mobile and social, you could see results as they came in.