I Know That Half My Advertising Doesn't Work, And I Just Don't Know How To Sync Everyone Around Measuring Which Half
Apologies to John Wannamaker, but it wouldn’t be an OMMA conference if I didn’t make at least one allusion to his apocryphal marketing mantra about the precision of advertising. This time, it was sparked by a grass poll by Vizu’s Dan Beltrama of his panel wrapping up the OMMA M&M conference today.
Asked to define what percentage of their campaigns actually had all of the key parties involved aligned around what they were actually trying to measure about it.
The respondents ranged from less than half to slightly more than half.
Noting that his own experience finds it “north of half,†Beltramo summed up the situation: “50% or more of online campaigns, people are not synced up on what they want to measure.â€
Boy, was Wannamaker ever right! And he wasn't even around for online marketing.
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