1. Early Advertising Accountability The famous quote by John Wanamaker, "Half the money I spend on advertising is wasted; the trouble is I don't know which half," emphasizes the challenge of accurately attributing advertising expense to sales and income (profit). John understood the importance of advertising. It brought in sales. But, in John’s time of the Nineteenth Century, measuring the results of advertising was difficult to impossible. Wanamaker’s was a department store with walk in customers not an internet marketer....