From the editor: An answer for Wanamaker?

Colin Grimshaw

In his editorial, Colin Grimshaw introduces the February 2015 issue of Admap, with the theme 'marketing attribution'.

From the editor: An answer for Wanamaker?

Colin GrimshawWarc

A contemporary take on John Wanamaker's legendary frustration with the imperfections of marketing measurement might go like this: "Half the money I spend on advertising is wasted; the trouble is I don't know which half. Nor do I have any idea how the mix of my marketing channels works in concert, hence no clue how to allocate my budget."

When Wanamaker uttered his immortal words early in the last century, there was no TV, no internet, no digital media, no mobile phones, none of the plethora of personalised targeting options...

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