We are currently involved in several mind-bending marketing ROI modeling projects that are, frankly, brutally complex. For example, how do you monetize non-monetary conversions? Or what happens when you find out that 93% of your web visitors AREN'T looking for the single conversion you thought they wanted or, more important, YOU wanted? There's an entire recalibration of company-wide expectations that needs to take place.

Point is: marketing has become really hard, and if it's not, then you're probably oversimplifying things. Why has marketing become so complex? Because consumers are entirely fragmented in their use of media, and the brand experience now needs to not only be consistent across all media, but each media serves a unique purpose on the brand experience.

ClickZ had a great article today on the Fundamental of Integrating Marketing that digs a little deeper into our modern marketing complexities.