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Traditionally, marketers have been "ideas" people, experimenting with creative ways to generate leads and create awareness. For some time, it was accepted that the benefit of marketing would be soft and qualitative in nature. Until today, ROI-based reporting and ROI Drivers for Aquisition Campaigns had long been an inexact science. But the transformation in marketing is well underway—so that this critical, revenue-connected function is now considered more of a numbers game than a creative or qualitative game.