> Marketing theory is never tested rigorously. Of course its tested "rigorously". Performance marketing is always about testing and optimizing CAC/CPA. It c

> Marketing theory is never tested rigorously. Of course its tested "rigorously". Performance marketing is always about testing and optimizing CAC/CPA. It can make or break your company. If you can acquire customers at 10% lower rate(at the same volumes) than you competitors and you have similar COGS, you will dominate them and will ultimately will be the market leader. Monetary incentives are there to ensure efficiency just like there are incentives around COGS for efficiency.