People always like to like immunize whatever they are trying to do and data. They spend a lot on Markov change and heat maps what what not you can throw at that problem just to get that point across. If people don't trust you based on your statement then maybe there's a different problem behind it, he says. "I'm a hundred percent sure there is somebody smarter in the room who's going to call me on it"  John Defterios: I will absolutely freeze up did I say we should do this thing? He was talking about his experience with an ad agency which ran a B test on a campaign but presented their results as statistics.