Ross Link and IRI SVP Debbie Samuels contrasted the "way we were" in ROMI measurement, when annual delivery of models and presentation sufficed, with today’s demand for rapid turnaround, results based on the latest data, and complete channel coverage. Solutions must now combine a high degree of model automation with best practices for coefficient estimation such as Bayesian Shrinkage. Further, decision-makers need 24/7 access to insights, a key factor in adoption of web-based analysis tools like Drivers on Demand™.