Speaking from personal experience, marketers make terrible ROI analysts because they always want to spend the same or more. Yeah, principal-agent problem. At a

Speaking from personal experience, marketers make terrible ROI analysts because they always want to spend the same or more. Yeah, principal-agent problem. At a previous job there was a case where we sent partial refunds to advertisers because we noticed we hadn't delivered as many impressions as they had paid for. Some of them were upset that by that, and would have preferred that we had just kept the full amount.