“Half the money I spend on advertising is wasted, the trouble is I don't know which half.” ~ John Wanamaker, U.S. department store magnate and merchandising / advertising pioneer.
I’m not going to claim that I can pinpoint exactly which half of your marketing dollars are wasted in the space of this post, but I am going to illustrate that basic analytic techniques are available that can considerably narrow down the range of uncertainty and provide actionable insights for your marketing efforts.
Our story begins with a fascinating article that surfaced last week by Jonathan Haslam, professor of the history of international relations at Cambridge University, the subject of which was how, during the Cold War, was the KGB able to so easily and readily identify undercover CIA agents?
The Soviet efforts were so successful that the head of the KGB counterintelligence group, Yuri Totrov, was known within CIA circles as the “Shadow Director of Personnel” on account of how much he seemed to know about the foreign posting of CIA agents. How he was able to unmask and compromise entire intelligence networks was the subject of much handwringing, debate and speculation, the leading candidate being a highly placed mole within the Agency. What other explanation could there possibly be, right?
Wrong. Read More