"The bottom line is what did the efforts (and expense) do for, and reflect on actual sales."
Bang for the buck - of course.
"Regarding online and social media,..."
Agreed, I believe it reflects or CEO's business age. He need some young firebrands on the board.
For now you are right. I believe it has to do with the lack of real world business analytics delivered by the traditional people that investors routinely view for an entire industry and individaul companies. So instead of business metrics we look at the cycle of the moon and how many black cats were crossed mostly because it's all we got. Your insight is invaluable, in my mind. But we need deeper dives into store metrics, inventories, and more. I'd like to have the numbers several layers beneath what we will see this quarter and until we do, at least second hand by aanalysis with some cred, we are flying IFR.
Money will change the industry - some good - some very bad.