With every passing day, explained John Donovan, AT&T’s chief strategy officer, we are turning more and more “digital exhaust into digital fuel” and generating and applying the insights faster and faster. The American department store owner John Wanamaker was an early twentieth-century pioneer in both retailing and advertising. He once famously observed: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That needn’t be the case today.
