Are You Crazy?

The company knows when the big selling days are, and they target the ads around it. Levitt did try to analyze the data the firm gave him but because the company only ran t v ads exact when customers were already planning to buy a lot of stuff, it was impossible to disentangle. "With the data you have with nothing like a randomized experiment it's just possible that the return on investment could be anywhere from zero to infinity," he says....