“Half the cash I spend on promoting is wasted; the difficulty is, I don’t know which half.”
Understanding the context of his work, my view of the notorious quote attributed to John Wanamaker is that promoting measurement is basically and essentially unsure, even in success. This surfaces one other, in my opinion, invalid interpretation of the quote: that promoting is just efficient when it may be measured completely, completely, and with complete precision. To my thoughts, this has been the prevailing view inside digital promoting sector: that promoting measurement is inherently outlined by complete, deterministic precision.
That is the measurement fable.
On this podcast, I’ll unpack the measurement fable and why I consider the digital promoting ecosystem is abandoning it in favor of extra holistic, statistically refined, and scalable approaches to promoting attribution and measurement. I’ll focus on among the methodologies on the frontier of promoting attribution which might be assuaging the necessity for deterministic identification in promoting measurement and the way their use permits advertisers to materially develop the attain of their messaging, and what the implications of which might be for the digital financial system.
Sources referenced / cited on this podcast:
Due to the sponsors of this week’s episode of the Cell Dev Memo podcast:
- Vibe. Vibe is the main Streaming TV advert platform for small and medium-sized companies in search of actionable promoting marketing campaign efficiency.
- INCRMNTAL. True attribution measures incrementality, at all times on.
Excited by sponsoring the Cell Dev Memo podcast? Contact Marketecture.
The Cell Dev Memo podcast is accessible on: