John Wanamaker, an early Philadelphia department store owner (1875) and considered
by many to be the father of modern advertising, helped bring into focus a common
marketing frustration – then and now – with an often-quoted phrase: “Half the money I
spend on advertising is wasted; the trouble is I don't know which half.”
While some marketers may still acutely agree with these words, times have changed – into a digital world - and tagging along with them are new shopper data collection and analysis practices – practices that ultimately stand to benefit the shopper, offering them a-call-to-digital action, heightened loyalty, and greater interactivity with their preferred brands. More so than ever, web-based and mobile marketing campaigns rely on a bevy of shopper behavior measurements, including demographics, gender, the types of purchases made, price points, the level of loyalty program engagement, coupon redemption and click rates, and the real-time location of the shopper.