Waste 50% of your marketing budget by ignoring the basics

Analysis of 2bn customer digital journeys over the past four years by some rather clever marketing data nerds suggests it’s never been easier to waste money in marketing. Which is rather odd because they’re from a marketing tech company and they want you to spend yet more of your stretched marketing budget on stuff that – well, how can I put this kindly? – does what you should be doing anyway if you’re in the business (any business!) of dealing with customers.