The Incrementality of a Campaign

Some of our growth comes from things that maybe didn't go so well and things that we learned from. I was consulting one of the Middle East brands for the Ramadan period. And then when we were running the campaign in the first week of Ramadan, we realized that our algorithms were not understanding anything at all. So trying to do branding campaign in terms of performance can hurt algorithms as it requires more like stable business as usual data. It is sent to leave but awesome that you got it off the ground and got it into such a gratuitous place.