John Wanamaker (1838-1922) was a very successful United States merchant, religious leader and political figure, considered by some to be a "pioneer in marketing”. He opened one of the first and most successful department stores in the United States, which grew to 16 stores and eventually became part of Macy’s.

He is credited with coining the phrase “Half the money I spend on advertising is wasted; the trouble is I don't know which half”.

src : https://www.b2bmarketing.net/en-gb/resources/blog/half-money...

my 2 cts : there was never a culture of performance in marketing. Its very hard, especially in a phygital scenario (digital ad, real world spending)