Accurate Measurement in Advertising Is Finally Possible by Peter Caranicas

For more than a century, advertisers have complained about the unscientific nature of their business by repeating the famous words attributed to 19th century department store mogul John Wanamaker: "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." Finally, in the second decade of the 21st century,... Read more »

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