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Web Analytics Action Hero: Using Analysis to Gain Insight and Optimize Your Business by Brent Dykes

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Chapter 1. Wanamaker’s Quote Is Dead

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“Half the money I spend on advertising is wasted. The trouble is I don’t know which half.”

–John Wanamaker

Ever since legendary nineteenth-century American merchant John Wanamaker uttered this insightful statement, countless marketers have struggled to overcome the same challenge of distinguishing between good and bad marketing. As we increasingly shift from an industrial to a digital economy, however, we must also face the truth: This famous quote is antiquated, irrelevant, and unacceptable. Marketers can no longer afford to rationalize inefficient or ineffective marketing efforts by Wanamaker’s outdated words. ...

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