A businessman named John Wanamaker famously said, “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.”
When Wanamaker made that clever quip 100 years ago, he never could’ve predicted the rise of martech. Today, thousands of solutions promise to help marketers track all kinds of data in sleek dashboards. But when it comes to the true ROI of their content, most marketers are still left scratching their heads.