• Pat Grady

    Great stuff! You pushed harder and looked for a lift… how about geo shutdowns and look for the size of the drop?

  • http://www.rimmkaufman.com/ George Michie

    Yep, that would be a good follow up. As I mentioned, this methodology does NOT reveal optimal spend levels. To do that we have to test a full range from going dark, to spending a ton. Lots of data, lots of analysis and need to repeat it periodically. It gets expensive both the analysis, the “overspending” and the opportunity cost of “underspending.” Knowing the answer is valuable, but it isn’t cheap getting there. The question is: what can we do to get to a ballpark answer cost effectively?