George Bonaci

But again, if you're doing enough of these experiments, you'll find something that works that no one else is doing.

But again, if you're doing enough of these experiments, you'll find something that works that no one else is doing.

But again, if you're doing enough of these experiments, you'll find something that works that no one else is doing.

I think it does, but it depends how you look at it. So, yes, there are playbooks that you can just take and copy and paste. There are also playbooks that you can look at and think critically and adapt. And then there are playbooks kind of come up with from scratch. I think a lot of academic learning is taking a past playbook and adapting it.

I think it does, but it depends how you look at it. So, yes, there are playbooks that you can just take and copy and paste. There are also playbooks that you can look at and think critically and adapt. And then there are playbooks kind of come up with from scratch. I think a lot of academic learning is taking a past playbook and adapting it.

I think it does, but it depends how you look at it. So, yes, there are playbooks that you can just take and copy and paste. There are also playbooks that you can look at and think critically and adapt. And then there are playbooks kind of come up with from scratch. I think a lot of academic learning is taking a past playbook and adapting it.

And like the example that always comes to mind for me is in the world of attribution and marketing. So like media mix marketing. Oh, sorry. Media mix modeling or marketing mix modeling, depending on who you talk to. MMM. Everyone's talking about it now is the best way to do attribution, blah, blah, blah. That's a really old concept.

And like the example that always comes to mind for me is in the world of attribution and marketing. So like media mix marketing. Oh, sorry. Media mix modeling or marketing mix modeling, depending on who you talk to. MMM. Everyone's talking about it now is the best way to do attribution, blah, blah, blah. That's a really old concept.

And like the example that always comes to mind for me is in the world of attribution and marketing. So like media mix marketing. Oh, sorry. Media mix modeling or marketing mix modeling, depending on who you talk to. MMM. Everyone's talking about it now is the best way to do attribution, blah, blah, blah. That's a really old concept.

That's like from the old like Mad Men style advertising days in like the 1950s and 60s. So I think that's a good example where, hey, you could actually go and look at how did they measure the impact of ads in literal newspapers before anything was digital back in like the 1950s or 60s?

That's like from the old like Mad Men style advertising days in like the 1950s and 60s. So I think that's a good example where, hey, you could actually go and look at how did they measure the impact of ads in literal newspapers before anything was digital back in like the 1950s or 60s?

That's like from the old like Mad Men style advertising days in like the 1950s and 60s. So I think that's a good example where, hey, you could actually go and look at how did they measure the impact of ads in literal newspapers before anything was digital back in like the 1950s or 60s?

And how do you actually adapt that playbook or that methodology to modern day like digital advertising or modern day digital marketing as a whole? There's probably a million examples like that. Actually, direct mail is probably another example of that. There are so many.

And how do you actually adapt that playbook or that methodology to modern day like digital advertising or modern day digital marketing as a whole? There's probably a million examples like that. Actually, direct mail is probably another example of that. There are so many.

And how do you actually adapt that playbook or that methodology to modern day like digital advertising or modern day digital marketing as a whole? There's probably a million examples like that. Actually, direct mail is probably another example of that. There are so many.

So what did you see that no one else saw? No one else was doing it and it was incredibly scalable. Like that was pretty much it. The fact that no one else was doing it, it's like, okay, that's interesting. We should try it. But the fact that if it works, it'd be incredibly scalable.

So what did you see that no one else saw? No one else was doing it and it was incredibly scalable. Like that was pretty much it. The fact that no one else was doing it, it's like, okay, that's interesting. We should try it. But the fact that if it works, it'd be incredibly scalable.

So what did you see that no one else saw? No one else was doing it and it was incredibly scalable. Like that was pretty much it. The fact that no one else was doing it, it's like, okay, that's interesting. We should try it. But the fact that if it works, it'd be incredibly scalable.

And the fact that you can run it with very large sample sizes meant that we could run a lot of experiments in parallel and learn really, really quickly. Like there's very few channels where you can go like, hey, tomorrow, let's go reach like 200,000 people. Direct mail, email, those are like kind of some of the only channels that would allow you to do something at that scale.

And the fact that you can run it with very large sample sizes meant that we could run a lot of experiments in parallel and learn really, really quickly. Like there's very few channels where you can go like, hey, tomorrow, let's go reach like 200,000 people. Direct mail, email, those are like kind of some of the only channels that would allow you to do something at that scale.