Stick a Fork in the Wanamaker Dilemma: Connect Brand Content to Business Outcomes

Legendary retailer John Wanamaker famously lamented that "Half the money I spend on advertising is wasted; the trouble is I don't know which half." The same can be said of brand content a century later. Today’s automotive marketer inherently knows that content drives awareness, deep customer engagement, and showroom traffic, but measuring true ROI continues to be a major roadblock.