Sorry Mr. Wanamaker

John Wanamaker would be amazed. John Wanamaker was the gentleman who complained that 50% of his advertising is worthwhile and 50% was wasted (knowing which was the problem). It’s a good thing he lived 100 years ago because he would be shocked at a recent Forester study I came across. The question was this: “Do you measure the ROI of your lead agency relationships” 76% of Marketers said No and to top that off 69% of marketers feel that ROI is too difficult to measure. What can I say -- WOW!  That is insane. If my investment advisor told me he could only tack 24% of my investments I'd tell him to piss-off. As a shareholder - I'd hope this was job one for the CMO's of the companies I've invested in. Once you know what works you know how to make it work better (ie: more profit). In my earlier years I was a commercial bush pilot and I'll tell you flying blind is a very bad way to fly. It's staggering to think that in 100 years the advertising industry has gotten worse at the proof thing. 

Hey Madison Avenue, Knock Knock..

Who's there?

Google!

Google who?

Microsoft!

Microsoft who?

Google and Microsoft are talking to your client and your are screwed.

Oh shit! But, I have a big idea.

Proof talks BS walks big ideas are yesterday - client's don't want bigger they want better.