Why do marketers and branding experts have tracking in place?
So they can have a look at what's happened in the past - dissect it, cross-check the results with their goals and their objectives...
But knowing whether objectives were met or not, dissecting any campaign for the sake of understanding what went wrong and what didn't isn't enough.
We have to learn from it.
And be able to make decisions today about where the future is headed.
Any research presentations that look at the past and explains the past - but lack any predictive power or any inputs as to how we can shape the future - is incomplete and borders on being useless.
The whole point of looking at the past - and understanding it - is to make sure that we can make decisions now about our future.
Otherwise, it's all moot and academic.