One of the single biggest challenges marketers have today is delivering the right message at the right time. With so many different ways in which we communicate today we constantly run the risk of overwhelming our customers with “mixed messaging”. This is why we rely so heavily upon data. However, while data collection and reporting frequently result in a better understanding of traffic directions and user behavior, they often fall short of delivering results. We analyse the data to make sure that we are not wasting resources targeting the wrong people with the wrong message.
As John Wanamaker, the department store magnate, put it….
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”