3 keys to cutting costs and increasing income I think it was David Ogilvy who first said – ‘50% of advertising does not work, thank god the client does no know which 50%. While this sounds clever, the truth is, very often no one know if an advertising campaign worked or not. All too often […]

3 keys to cutting costs and increasing income I think it was David Ogilvy who first said – ‘50% of advertising does not work, thank god the client does no know which 50%. While this sounds clever, the truth is, very often no one know if an advertising campaign worked or not. All too often there is simply not the objective evidence available to know and even more often there is not the evidence required to determine whether the impact generated was optimal. Fortunately with online advertising and online communication in general, the technology exists to accurately tract effectiveness. The same however cannot be said about traditional advertising and the research techniques available often only deliver indicative findings. Given the huge investment many businesses make in advertising and communication in general this is important and serves to highlight the importance of objective decision making. At the heart of objective decision…