That's probably more than slightly exaggerated, however should not be understated in its importance.
Yes, there's a lot of information available to help reinforce a logical decision about your marketing efforts.
However, that logic sometimes isn't powerful enough to motivate action.
Instead, it's a demonstration of the consistent experiences possible through your marketing efforts.
That's what I talk with Becky Taylor, of Ohio Insurance Agents Association, about as she contemplates her marketing possibilities.