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The CEO Agenda Insights research study performed by Gartner, in 2015, indicates that IT investments have increased since last year and 50% of them are now dedicated to business intelligence analytics tools. These statistics reveal an increased interest in terms of collecting and processing big data volumes.
Marketing has significantly changed during the last years, due to the evolution of the World Wide Web. Nowadays, it is much easier to reach the desired audience, at the right time. When thinking about the means of mass communication, such as newspapers, radio broadcasting and television, which have been present in our lives for many years now, there come some very relevant marketing-related questions: who is a company actually targeting through its mass communication campaigns? How can it know if the targeted consumers have seen the message or have payed attention to it? And, most importantly, how can a company measure the impact of its mass advertising campaigns?
Most of the time, we are all so caught up in the fast moving currents of our daily activities that we barely get to take a deep breath and think either about what is happening or about where we are heading to.
Nowadays, due to increasing competition in the business world, most of the firms and organizations are obliged to adjust to new ways of enhancing their performance. This improvement is mainly linked with the implementation of performance management systems, new strategic directions, or important shifts in the strategy of the organization.
One of the most widely held beliefs about advertising is based on one remark made approximately one hundred years ago, by a famous merchant named John Wanamaker (1838-1922). He is credited with the saying: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
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