Half the money spent on advertising is wasted, and the trouble is not knowing which half.
Attributed to Wanamaker around 1900. It is still the standing justification for attribution and measurement work, and the honest modern answer is that the half is now smaller and still not identifiable.
In practice
- A brand halves its regional television spend and sees no change in sales for two quarters, which tells it something and not which half.
- An attribution model credits the last click before purchase, and the poster that prompted the search never appears in the report that sets next year's budget.
- Standing
- Still the standing justification for attribution and measurement work.
- Subject
- Communication & Media
- Essay
- The folk laws of argument and attention