Is Campaign Measurement slowly becoming a farce?

I along with friends in other Analytics companies, work with a number of well known, huge retail chains. And campaign (especially Direct Mailers) design and measurement is one of the most regular type of projects we do. There is a common theme across all these retailers – they will ask for something quick (make it extra, unreasonably quick!) when it comes to the target audience selection, and when the time for measurement comes up they will ask us to do a number of things that will eventually lead to the numbers or results they want to see.

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