Measurement and optimization remain critical imperatives for marketers. When hundreds of millions of dollars are being spent to acquire customers, CFOs take notice and want to know how various aspects of the marketing mix are working—or not working. The questions of ROI, cost per acquisition, marginal cost per acquisition and overall mix optimization are posed daily to CMOs. Unfortunately, while marketing may be the most scrutinized cost center, it is also one of the messiest when it comes to data.