Diapers and Beer, Marketing Data Legend

Bob Garfield in AdAge on the future of data-based marketing: Data With Destiny. A bit rambling, but interesting comments on the current state of marketing and advertising. Can the data speak for itself? What can we do to help? Please save me from using the Wanamaker conundrum example again ... You know it, we waste half of our advertising dollars, we just don't know which half.