There’s a common understanding that marketers are either creative, or analytical beings. Very rarely are they both. In traditional forms of advertising, executing a campaign on a creative basis can be just as effective as an analytical execution. However, in the new emerging digital arenas of online marketing, a creative approach to campaign execution can negatively impact return on investment. This form of advertising is one of the most accountable and measurable forms of advertising. It offers virtually real-time campaign performance tracking, which gives professionals the ability to react quickly to a flattening audience. The accountability and measurability of the campaigns can also provide a solid framework for determining how much of the overall budget is dedicated to online efforts. Measurements can also be used to determine the proportion of dollars spent on the individual services, for maximum return on investment.