Old world: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
New world: “That’s pretty wasteful. You should have implemented a scientific measurement process some years ago my friend.”
With the tools and methodologies available to marketers in the modern marketing environment, the adage about wasted advertising spend shouldn’t hold anymore, if it ever really did.
Marketers criminally underuse testing
Science and experimentation go together like a horse and carriage – ask a kindergarten class what a scientist does and they will tell you: “experiments”!
Yet, while marketers are coming around to...