Strategic Planning Archive

 “I know half the money I spend on advertising is wasted, but I can never find out which half.” John Wanamaker If Mr. Wanamaker had access to the Internet, his oft-repeated quote, would have never been uttered. In the “good old days”, pre- 1999, advertising dollars were largely gambled away. As noted in Pour and Stir Part I, the key to the successful execution of this strategy is managing the following equation:      The cost to acquire a customer < lifetime value of a customer This entry focuses on how you can minimize your cost per customer acquired by systematically establishing the infrastructure necessary to track the results obtained from a variety of online and offline marketing vehicles.