Marketing Measurement – Analytics is Changing the Mix
"Half the money I spend on advertising is wasted; the trouble is I don't know which half." John Wanamaker, a department store merchant and marketing pioneer in the late 19th and early 20th century (as well as Postmaster General from 1889 to 1893), is reputed to have made this statement and advertisers have been wrestling with the question ever since. Enter the science of marketing measurement. In the early days the questions revolved around the effectiveness of newspaper adv
