Knowing where your money goes and HOW well it works is the continuing move for businesses. Why put your money in the newspaper if you can put the same into Google Adwords or in building links to your site where you can KNOW how well it works! Newspapers are continuing their dramatic fall in revenue due to this. My clients are just amazed when we pull up Google Analytics together and I walk them through just exactly what is WORKING for driving traffic / sales and what is not… it is always highly instructive. I NEVER claim to KNOW what will work best, BUT I DO claim to be able to find out! People will NOT continue throwing their marketing dollars away when they find a better way!