When I studied marketing just a few years ago, John Wanamaker’s famous quote was still widely accepted. An inconvenient truth. I hated that. Maybe because I didn’t trust my own judgment enough to choose between different creative. But mostly because it felt like riding a bicycle blindfolded. Now, with the Big Data-revolution things have changed.
This isn’t a marketing revolution, though. More evolution. Smart marketers have been tracking marketing since the beginning of marketing, through coupons with serial numbers, infomercials with different phone numbers and in lots of other clever ways.