Until recently, marketers faced a dilemma: try to establish a ubiquitous presence across countless different channels, or somehow decipher which avenues to pursue based on guesses as to which would be the most fruitful. Without a crystal ball or any other method to predict results, marketers found themselves in a crippling position with limited resources and too many potential scenarios. Fortunately, in today's digital world, marketing doesn't need to be the balancing act it once was.