SIRFs-Up is a book about marketing effectiveness. What works in marketing, and why. It is based on extensive marketing research. But, marketing research data can be hard to bring to life on the flat printed page. In an App, on the other hand, graphs can become interactive. Readers can see how marketing spending recommendations change as assumptions about the economy changes, or as the price of advertising changes, or as the marketer’s goals change.
Readability, with a wow factor created by the interactive features that illustrate the concepts, and allows the reader to get their hands on the data, and play with it, so that they understand the concepts better.