If you work in sales or marketing, you might be familiar with this quote:

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

John Wanamaker, a successful American businessman and a pioneer in marketing

That’s how it used to work – before digitalization came along, that is. It was a period in time when little was known about the impact of marketing. To attract new customers, companies would run ad campaigns through letters, newspapers, billboards, and TV commercials, and then all they could do was sit back and hope for the best. There wasn’t much knowledge about who bought what and why.

Today we live in a completely different world and have an array of new tools at our disposal, but it’s also become harder to pull off cold calls, emails, and in-person meetings.

So how do you attract new customers?

The short answer is data and more data, especially relevant data and analytics. Those who know how to value this come out as winners.

It’s always been good for business to know your customers and your target group, and today we have the tools to help us detect their preferences. Data, from company loyalty programs to click-through rates and online purchases, can be linked to information from different records. This data flow allows us to identify precise target groups for specific messages – and then measure the success of different ad campaigns.

In other words, we can forget the part of the quote that says, “… the trouble is I don’t know which half” because that part of the problem has already been solved.

Not expensive

The technology behind these tools doesn’t have to be complicated or even expensive, and there are great opportunities for new, exciting solutions. Bosbec is a specialist in this.


For example, the results of a customer survey are linked to the creation of an ambassadors program. The customers who give the highest score will be offered the opportunity to refer a friend, and both of them will then be rewarded by getting a discount on their next purchases. In contrast, the customers who give the lowest score are handled differently and perhaps contacted by your sales staff directly.

To make this possible, your flow needs to be automated and have the ability to adapt to new conditions and circumstances continuously.

Find out how you can create a customer survey like this below!

Does automation sound expensive? It doesn’t have to be. Bosbec works with so-called low-code and customizable modular solutions. Check it out for yourself.