Performance Marketing - Five Extrapolation Errors

Marketing is the pornography of change. Extrapolation errors refers to this idea that if you take any data point from coronavirus, I think with the exception of working from home, which by the way is still a moot point. The US government has data on the proportion of sales done online. And it's sitting around 20% in 2019. In 2020, it almost doubles to 40%. Now if you're Martin Lindstrom, he would argue everything has changed forever because people are locked up in their houses and can't use the internet. If you look at the data now, we have reverted back to exactly where we would have been had coronavirus never happened. We went back