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If the latest studies are to be believed, firms are currently experiencing marketing scatter loss of around 70%. A huge and very expensive amount that nobody wants. What can be done about it?
Simplicity is a highly underestimated success factor. Companies can quickly find themselves managing 200 touchpoints along the customer journey. The result of this rampant complexity: up to 70 percent scatter loss. But through intelligent pruning and more focus, complexity can be overcome while simultaneously achieving measurably greater market success. This article describes what lies behind the idea of “smart simplification”.