by Chris Costello, Target Marketing

“Savvy marketers often rely on forecasting tools to answer this question; by modeling past behavior and, in some cases, anticipating future events that may affect outcomes, forecasting tools determine where marketers can get the biggest bang for their buck. The trap most marketers fall into when using these tools is calculating and making buying decisions based on overall return on investment (ROI) when they should really be considering the marginal ROI of each publisher individually to compare the value of incremental spending with those different publishers.”

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