I have always been good at math. I remember the summer of my birthday, my parents went on vacation to the Bahamas leaving three of my siblings and me under the watchful eyes of my maternal grandparents. Being grandparents, buying gifts was their prerogative. While at the grocery store, my waist-level eyes caught a glimpse of something that I just needed to have. Needless to say, my grandmother was more than delighted to accommodate my desire, buying me my first set of multiplication flash cards. From that point in my life, other than the occasional dyslexic shift in digits, counting has been a skill at which I excelled.

So, it seems odd to me that when clients inquire about how to count, I fumble for a succinct answer. The counting inquiry: "How does one count response to a marketing program?" I usually surprise myself with an immediate reply of deafening silence to the inquirer while inside my head a jumble of words such as: gross, net, over-control, statistically significant, single and multiple attributions, direct and inferred. Ultimately, I suggest that we find 30 minutes, a room and a whiteboard so I can organize that jumble of words and share ideas with the inquirer.

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