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Advertising as an industry has always been afflicted by what the legendary advertiser (and, I just learned, 35th Postmaster General) John Wanamaker identified as perceived media wastage. His quote, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” will outlive us all, and rightfully so. What to do? Big data!
Lets harvest every last nugget of information about each consumer so we can deliver the exact, perfectly nuanced message precisely at the right moment and make the sale. Bang! Wanamaker’s problem solved.
Well, is it though?
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