"Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” wrote John Wanamaker, 1838 – 1922. After more than 30 years in the industry, and like Mr. Wanamaker before me, I’ve seen a lot of marketing strategies gone wrong and a lot of advertising dollars wasted. Today, we have the technology we need to “close the loop” between marketing and revenue, but few are actually taking advantage of it.