Most marketers have heard the old saw claiming 50% of marketing budgets are wasted. The problem is we don’t know which 50% is supposedly disappearing into the vapors. In the age of big data, digital fingerprinting, super cookies that track users across their online journeys and a host of other tools used to feed AI-driven marketing models, it would be safe to assume we could use that data to determine the accuracy of the claim of budget wasting.
