July 2018
Intermediate to advanced
288 pages
6h 35m
English
“Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” This quote, attributed to John Wanamaker, a department-store magnate in the nineteenth century, highlights a constant challenge for marketing executives. Two new developments—digital advertising, with its ability to track every click, and big data for analyzing and finding patterns—were hailed as potential solutions to this decades-old problem. However, these developments have come with their own challenges. Digital advertising has ushered in an era of new marketing metrics, such as video views, Facebook likes, and click-through rates, even though their link to actual sales and profitability often remains ...