Thanks I'll look up your firm. We typically these days prefer market mix models and the like for building definite guidelines on absolute money allocation. We

Thanks I'll look up your firm. We typically these days prefer market mix models and the like for building definite guidelines on absolute money allocation. We do run lift studies for operational comparisons and optimizations, but find these techniques unreliable and generally overestimates for any absolute conclusions. We do technically evaluate most new techniques that come to market.