We have all been there and the complexities of integrated marketing drive a very different desire for experimentation than ever before. In an old world far, far away was a method for marketing communications that required the management of a lot fewer choices, more or less, with only slight variations or changes in balances. In the new integrated world we have gone from maybe three or four cogs to hundreds, interacting together and changing interactions. The tendency in the new integrated world is to hang on like crazy to stuff that might appear to be working because there are just too many other variables that we do not have the time, money and maybe even buy-in to try.