One of the most famous marketing bon mots, usually attributed to Lord Leverhulme of Lever Brothers fame, is “Half of my advertising is wasted, but the trouble is, I don’t know which half”. In the digital age however it is much easier to see if your marketing is working effectively. If you create a banner advertisement and no one clicks on it, you’ve clearly got a problem. If your email campaign remains steadfastly unopened, it’s time to rethink the content. Equally if your website is attracting loads of visitors but no one’s buying from it, it’s time to adjust either your proposition, presentation or product range. The good news is when you can quickly see which part of your spend is falling down you can adjust it equally quickly. Google is fond of advocating trial and error. As a design and advertising agency, we’d reckon our experience can make the latter a little less likely.