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Nothing like this year has ever happened before. So many companies are down double digits in 2020 YOY revenues that CEOs must rapidly do something different or risk termination.
The ability to measure the impact advertising has on sales has been the holy grail for marketers, agencies and data scientists. It dates back to John Wanamaker (1838-1922), who has been credited with the adage, “Half the money I spend on advertising is wasted; the trouble is I don't know which half”. Since then, with more ad supported media choices and more brands, consumers have been bombarded by ad messages daily. Meanwhile, advertisers continue to seek better ways to measure the sales impact from their media campaigns.