Would the concepts used to measure marketing success match with the message evaluation methods presented in this chapter? Why or why not?

A new age of marketing communication evaluation may be under way. Spych Marketing Analytics provides innovative solutions for companies seeking a better understanding of the future market environments, including the Gen Y and Millennial consumer segments, the advancement of technology, and the quickly evolving world of customer experience.
The company tries to delve into the insights and emotions of these groups, providing an innovative portal into the psyches of these markets through its program called Empathic Youth Research and other mixed methodological approaches to consumer insights. CEO Benjamin Smithee argues that it is important to look at the foundations and fundamentals of the advertising industry, and right now we are seeing a dramatic paradigm shift in the ways marketing communications are delivered and consumed. The media include traditional advertising venues and public relations, but also social media and mobile technologies, utilized by an evolving set of consumers.