Thread · 2 tweets · 21 Nov 2020

I increasingly doubt if that's so clear cut, though. You do need to measure if your channel works, but I am less and less convinced that doing it at the individual level really helps that much. People are noisy!

We cut down very heavily on how much data we provided to martech companies precisely for that kind of op. They're off all but our subs landing pages. We've grown something like 2-3 million subs since? And the spend has remained effective.