In 1900, a German physicist named Max Planck published research that changed the world.

Up until that time, forms of energy, like light, were thought to flow like continuous streams. But according to Britannica, Planck blew the world’s collective mind when he proved that energy “… is emitted … in discrete energy packets, or quanta.”

Quantum physics was born.

Planck proved that energy emanates in specific bitesize pieces. A world that was formerly thought to be immeasurable was now open wide to discovery.

Similarly, the rise of the internet and digital marketing enabled measurement in ways never thought possible. In fact, one of the fundamental promises of the digital future was the measurability of marketing. Business leaders everywhere rejoiced that they were on the cusp of knowing exactly which half of their marketing dollars were wasted.

So why haven’t we achieved the marketing nirvana promised so many years ago?

The truth is we might be going in the opposite direction. The surprise presidential election, Google’s recent admission of ad fraud, the faulty Brexit predictions, Facebook’s ongoing data inaccuracies, the flailing world of research and polling and more all point to a disturbing paradox.

We can measure marketing more precisely than ever in history, yet consumer behavior is only getting more uncertain.