96 Percent of Companies That Exist Today Will Fail in 10 Years

Anyone involved in marketing knows the adage as old as advertising itself: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” The reality may be worse though – not just a half, but an absolute majority of marketing budgets is wasted on customers that don’t generate enough profitability, says Peter Fader of the Wharton school of economics at the University of Pennsylvania. The rise of big data and analytics technology promises to change that situation. Today, decision-makers are increasingly able to tell…