Marketing Vocabulary

Fascinating piece on ClickZ: Truth and vocabulary and the meaning for understanding the consumer.   A lot of truth is embedded here about measurement and the resulting value.  Statistics anyone? " .... Advertising and marketing are not exact sciences. Humans are not rational. Analysts are not accountants; we are statisticians. We deal in probabilities and likelihoods. We create models and "All models are wrong, but some are useful."  ... "   Have used many similar words in my own consulting and teaching.   But we do what we can to make sense of it all.