“Half my advertising spend is wasted; the trouble is, I don't know which half.” - John Wanamaker.
100 years after he made this famous quote, measuring Marketing impact on business continues to be a challenge, particularly with increasing touch points marketers need to engage with consumers on in their journey.
Curioso, a consultancy founded by global Insights & Innovation leader Adam Murphy, unlocks commercial opportunity based on the simple ethos that “Curiosity leads to Understanding, which creates Opportunity”. Amongst his many services, Adam hosts podcasts on key topics: "Question the Question is a curious little podcast about advancing the world of consumer insights".
His May 2022 podcast on Marketing ROI challenges and opportunities features Uzma Rauf, founder of Khatanalytics Consulting and Henry Innis co-founder of software company Mutiny who share their perspectives on the topic from client and agency sides.
Listen to the podcast here: