Actually, these are two different ways of measuring the same thing, so whether a model uses one or the other should make no difference to its predictions.
New techniques developed more than a decade ago allowed him to begin finding ways of measuring the market, of being able to model its angry mood swings with some level of precision.
"It's frustrating for a direct marketer to become a brander, because your entire DNA is based on measuring, " says Renker, who longs for the simplicity of his earlier business model.