“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – Department store mogul John Wanamaker
It goes without saying that Wanamaker didn’t have a Google Analytics account to check to see how his ads were performing.
The Internet has ushered us into an era where many believe that everything can (and should) be measured and acted upon.
As the more modern saying goes: If you don’t measure it, you don’t care about it.
