Questioning the Numbers
Every marketer should learn to question the numbers, not just quote them. If someone claims to have the winning lottery numbers, the first question to ask is how they came to know these numbers.
A hypothetical example is the LottoMetron, a machine that can supposedly churn out the winning numbers week in, week out, thanks to clever mathematics. However, if the cost is hundreds of thousands or millions of pounds, it's crucial to understand how the machine works and how reliable its predictions are.
There are lies, damned lies and marketing mix modelling
This highlights the importance of critically evaluating claims and understanding the underlying methodology, rather than simply accepting the results at face value.
Author's summary: Marketers should question numbers, not just quote them.
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