John Wanamaker was a US merchant who died in 1922 and is believed to have said:
Half the money I spend on advertising is wasted. The trouble is I don’t know which half.
Others reckon he was wrong, and say the vast majority of ad-spend is wasted.
So how do advertisers, particularly those online – the vast majority of which use Facebook and Google – try to work out if the money they’re spending is doing anything for them?
By using analytics (click here for a definition).
Analytics do help but I still see ads when I’m online that are promoting the product I bought two minutes earlier and therefore probably don’t want another one straight away (or ever).
