After reading the article, Name and describe the factor you think is most responsible for the incredibly humble effectiveness rating described in the article. Do you think things are the same 4 years later? Why or why not?

Be sure to rationalize your answer and support it with information from your readings or the article and from at least ONE external information source.

https://hbr.org/2018/05/why-marketing-analytics-hasnt-lived-up-to-its-promise