Remember Magic Eye pictures? One Christmas, my uncle framed one for me and each of my cousins. It was one of the more memorable gifts that year because I was obsessed with seeing the hidden picture. The trick is you cross your eyes, squint and hum the theme song from Gilligan's Island.
These Magic Eye pictures are not all that dissimilar to what a marketer would see if all the marketing and performance data available to them was compacted into a small rectangle. We are overwhelmed with data from every marketing channel, tool and platform used to run our campaigns.
What we need is a way to focus our eyes to see the hidden performance picture.