This article is featured on SportBusiness.
By Felix Geyr
Wednesday, October 2, 2019
Marketing and sports industry professionals worldwide will likely be aware of John Wanamaker’s now-infamous quote, uttered in the 1800s: “half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
It’s considered to have laid the foundations for marketing as we know it today and, while it seems churlish to point out that message may now be nearing its expiration date, advances in AI, machine learning and programmatic advertising could potentially sound the death knell for ‘blind marketing’.