Many communicators and marketeers are now adept in harnessing the prowess of digital channels. From content production to measuring reach and engagements, we tend to be really excited and jump right into it. But what if your assumptions have not been as accurate as it could be? Why is it that some of your outreach efforts did not produce the results you have anticipated? By the time we figure it out, we would have wasted precious time and resources, and will most likely have to start from scratch.