Measuring Success—Metrics and Analytics

Andrew Schulkind

Chapter Chapter 11 in Marketing for Small B2B Businesses, 2022, pp 187-201 from Springer

Abstract: Abstract John Wanamaker, the founder of the Wanamakers chain of department stores—and investor of the price tag—famously said, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Digital was supposed to solve that problem, tracking our interactions as consumers with the companies whose products and services we are buying. The reality has not lived up to the promise, and may never do so given the cost in terms of privacy, but that’s no reason not to find metrics that can help you measure your marketing’s effectiveness.

Date: 2022
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DOI: 10.1007/978-1-4842-8741-5_11

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