Although our official opening was January 1, 2008, Matt’s idea of becoming an internet marketing consultant had been brewing long before that.
Building on a well-established sales and marketing career, along with a serendipitously timed set of life circumstances, entrepreneur Matt Buchenau, found himself in a unique position to predict the meteoric growth of the internet — then still considered a fad — as a powerful and efficient marketing vehicle. Before most, he also understood and embraced the critical role digital marketing analytics would play. The opportunity to bring this combination together to meet a growing, yet unmet need in the marketplace was ripe. Shortly thereafter, 5Weight was born.
John Wanamaker said it like this: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Before the rise of the internet, this quip described the typical marketing attitude. Sure, just like today, companies still invested vast resources to better determine which advertising tactics produced the best results, but much of it still came down to guesswork. (“Attribution modeling” isn’t a new concept, by the way.)
As digital marketing technologies evolved, that charming old adage was ditched to the archives. Not only do we now know, we use new technologies, tactics, experience, and ever-improving data to achieve greater and greater marketing efficiency for our clients. This is what drives us. It is our primary focus. It is our reason for existing. And if we may be so bold, we’re very good at it.
We’ve come a long way since then. We’ve assembled a great team. We’ve developed powerful media planning and marketing data evaluation tools. We’ve established excellent, long-term relationships with clients and partners. We’ve refined our focus. We’ve embraced our vision, and we’ve never veered away from our values.
That’s our story thus far, but it is still, most certainly, being written.