Advertising pioneer John Wanamaker once famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” And as digital marketers/SEO ninjas, you certainly know how this feels. We pay for impressions that result in almost no clicks. We pay for SEO that results in paying for IT, UX, IA, and content efforts that result in traffic that also bounces or doesn’t quite do what we were hoping. Any time we pay for eyeballs, traffic, or a slice of someone’s time, we know that a relatively high percentage of that money is wasted. Well, that’s according to a crappy definition of “wasted.”
