“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

John Wanamaker (1838 – 1922), very successful United States merchant, religious leader and political figure, considered by some to be a ‘pioneer in marketing’.

True when it was said

False today

John Wanamaker would have his answers, if he was with us today. He would be able to accurately and precisely measure the ROI of practically every single activity and advertising dollar spent.

Successful marketing today is where science and art intersect to deliver superior results. No longer do we rely on conclusions based on vague and imprecise relationships such as: “We advertised last week and sales increased so it must have worked.” or the common one that you’ve heard many times: “The objective was awareness and clearly many people are now aware of us.” In today’s world, this just does not cut it anymore.

Gone are the days when we would define roughly segmented target audiences and place an ad hoping someone would purchase something. Today, we can personalise and customise our advertising and messaging to each specific person, no matter how many people there are.