Consider efficiency

Do you consider the effectiveness of advertising?

“Half of the money I spend on advertising is wasted. The trouble is, I don't know which half. "  John Wanamaker, 1890

Now, in the Internet age, interest in measuring Marketing ROI has only increased. The problem with measuring the ROI of marketing, however, is that it's like teenage sex: everybody talks about it, nobody knows how to do it, everybody thinks everybody else is doing it, so everybody claims to be doing it.

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