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=== Why is studying tactic so difficult === It’s insanely expensive to test To do this properly, you need: multiple channels multiple time points large samples real campaigns Campaigns don’t randomize sequencing cleanly They do: “everything everywhere all at once” Not: clean A → B → C vs B → A → C experiments Attribution is difficult if you get a mailer, then a knock, then a call, then a text.. which one landed? consultants have no incentive to do this work ====== Circular logic (“this works because campaigns do it”)
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