[Retric]

Tracking advertising effectiveness is ridiculously difficult and multiple people inside and outside your company are incentivized to overstate impact.

Statistical power for example assumes independence which can be very difficult. Great you spend X million to convince people to buy an AC in March, did you actually benefit or would those same customers want an AC as soon as the first heat wave hit? Spreading demand can be useful, but it’s also really easy to to draw false conclusions from statistics if you don’t understand the domain.

And that’s just one of the many pitfalls involved.

[tomrod]

You hit the nail on the head, for the record. Thank you!