ClickZ: Closing the Loop in a Research-Fatigued World

David Cohen brings his considerable expertise to the still-ongoing MSN research showing substantial bricks and mortar sales being driven by online campaigns in consumer packaged goods categories. Most intriguingly, though, he points to the fact that - despite the hundreds of studies done - the people controlling the budgets don't seem to be open to scientific arguments behind changing the media mix. Perhaps under-funded media require more of an image makeover than another research effort.