In January, QSR explored the business concerns of a dozen influential industry executives as they headed into the New Year. One of the more prominent findings of the study was the considerable concern expressed over what to do about marketing. Tight budgets, increased accountability, weakening sales, and an ever-growing plethora of marketing platforms seemed to provide the perfect storm for strategic stupefaction and tactical confusion.

Thanks to modern-day technology, marketers must invest their efforts in not one, but two disparate and difficult...