This statement, made more than a century ago, remains relevant today for many marketers. With the plethora of digital marketing channels available across various media, marketers are challenged to decide how to invest their marketing budgets to achieve the biggest bang across touch points. The dilemma extends across the entire marketing spectrum, from deciphering the right audience attributes and their preferences to determining the optimum mix of media channels for audience targeting. While making decisions on the media mix and audience attributes, marketers often struggle with measuring ROI of ad spends and their direct impact on revenues. An additional challenge is getting the attention of the digital customer who is flooded with a multitude of messages from different brands. Amid this incessant bombardment, consumers only focus on advertisements that are relevant, customized and unobtrusive.