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Performance-Driven Economy

In a Performance-Driven Economy, Customer Acquisition Takes Center Stage

It’s getting harder and harder to relate to John Wanamaker’s famed quote regarding the ROI of advertising. For more than 100 years, marketers enthusiastically nodded along to the notion of, "Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” But these days, the notion of blind investment in customer acquisition initiatives has become a foreign concept to most. Today’s marketers, particularly on the media-buying side, have access to powerful tools that have shed greater light on the…