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441. Does Advertising Actually Work? (Part 2: Digital)

Freakonomics Radio

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The Battle of Jargon in a Consulting Meeting

When Tidellus questioned the consultants' methodology, they responded with jargon, including the term 'proprietary transformation functions.' Tidellas didn't understand how these functions would measure the effect of ads. The company head mentioned using LeGrange multipliers, but Tidellas caught onto their attempt to out-jargon him. Tidellas challenged them to explain their objective function and constraints. The founder of the consulting company dodged the question by asking if Tidellas was driving and experiencing connection issues.

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