Calculating the extra profit generated by advertising can prove complicated but even rough estimations can prevent marketers from embarking on projects that could never pay back. Analytics can be applied to indicate the range of possible sales and profit gains for channels used previously or for which benchmark data is available. Often, however, marketers must use their judgment to decide whether a medium is worth the money, based on three factors: receptivity, tailoring and engrossment.

Check out 'The Smart Marketing Book' for further details.​