There’s a new plan for media-neutral marketing:
Except it’s not there at all.
No matter how smart the model is (and I don’t know, because I haven’t seen it), it won’t change anything unless folk use it. And if they don’t know what it is, they can’t use it. Too much marketing is based on the notion that the industry is a dark art: it’s high time that it was shown to be a set of simple decisions – which take skill and judgement to make for greatest effect.
So ‘open source’ this model – share it, for the greater good of the industry.
Because you can be sure of one thing: trying to keep the model hidden is an industrial age attitude. At some point it will escape onto the web. Don’t fight that – work with it. Anything else is simply rearranging deckchairs on a submarine.