Just a snippet here. While it's fresh on my mind.

You can debate right into the night, like undergraduates in a dorm room, about whether a marketing initiative is successful just because it generates sales. We can have that debate, and I will take both sides and win both. But there is one thing you cannot debate:

A marketing initiative that does not (eventually) generate transactions is NOT successful. And, marketing that costs more than it generates is not marketing. It's art. And who wants to pay that kind of money for that kind of art?

Strategy. Concept. Execution.

Transactions, baby.