Marketing budget allocations for various media channels are screwy at nearly every company, writes Kevin Lee. In trying to save the jobs of many chief marketing officers, Lee explains why this problem continues. For starters, he writes, "little or no science and math" gets applied to figuring out the budget.
But Lee has a plan to make it work. Of course, it involves paid search. He identifies certain patterns that emerge prior to large budget shifts into search -- and gives us some reasons that budgets haven't followed eyeballs and ears online.