Marketing has come a long way since the days of John Wanamaker and his famous complaint that he didn’t know which half of his marketing spend was useful and which wasn’t, but, as senior Forbes contributor, George Bradt, contends in his article, Wanamaker Was Wrong — The Vast Majority Of Advertising Is Wasted, attribution is extremely difficult to measure and brands would be smarter to try to spot their most loyal customers rather than try to figure out the exact steps that should be attributed to a purchase. …

Andrew Pearson

Andrew Pearson is the MD of Intelligencia, a software consulting company. Speaker, author, columnist, Pearson writes about IT issues like BI, CI, and analytics.

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