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 Facts are stubborn things; and whatever may be our wishes, our inclinations, or the dictates of our passions, they cannot alter the state of facts and evidence. John Adams

Our founding fathers are not only a fount of wisdom, but are quite witty in their delivery as well. John Adams is one of our favorite wits. This quote about Facts is so applicable to marketing and advertising it hurts. When you examine advertising based on performance, you look at facts. Attribution is not nebulous and yield is calculable. The smoke and mirrors approach that used to work is out the door, and none too soon. We are ready to confront facts.