Taken from Jaffe Juice: The Golden Ticket, Part II One common pushback against online is that it just doesn't give the same kind of quantifiable results compared to offline. Would someone please explain to me just how quantifiable offline really is, other than we spend a lot of money and sales seem to go up? I wonder what would happen if we stopped trying to quantify every last dime spent on online, and concentrated instead on how much of offline we can't quantify. Let's begin determining how much offline is blatantly wasted. Hell, while we're at it, let's see if John Wanamaker's famous axiom needs a complete overhaul.