Learning More About That Other Half: The Case for Cohort Analysis and Multi-Touch Attribution Analysis

by Sean Work
Anyone who has ever worked in marketing or advertising has heard the quote, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” It is from John Wanamaker and dates back to the 19th century. Fortunately, the industry has come a long way since then; and, especially in the last 10 to 20 years, new technologies have made advertising more measurable than ever.Read the full article