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SBP 239: The Sharp Cut - Who Killed the Click?
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Marketing runs on comfort blankets. The Sharp Cut cuts them up to see what's inside. This week, we did it as a murder mystery.
The victim: the click. Once upon a time a click was one honest fact, a machine noting that a file left a building. Over eleven years it got poisoned, dose by dose, until it was taking credit for sales it never caused.
The body: in 2012, eBay turned off roughly $51M in paid search across a third of the US, with matched control markets. Scored the way a dashboard scores it, the return was over 4,000%. Scored against the control, the only way that…
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