You’ve probably seen the famous quote attributed to successful 19th century businessman and marketer, John Wanamaker: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

In Wanamaker’s day, street lamps were fueled by whale oil, automobiles were started with a crank and there were no ad metrics to speak of. It was the Dark Ages of Marketing.

A lot has changed since then, but marketers are still trying to figure out which half of their advertising is wasted.

Today, Zenreach has finally solved the problem of online-to-offline attribution with a powerful new metric—the Walk-Through Rate™. Brick-and-mortar businesses are now able to connect their digital ad spend to actual store visits. This is a giant leap for mankind’s marketers.

It’s worth knowing the history of how we got from Wanamaker to the Walk-Through Rate. To tell that story, we offer you another modern marvel of marketing—an infographic!  

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