Marketing VP to CEO: "Hey boss, I spent $40 milion on a targeted ad campaign with this fancy new agency. They sent us a report showing 2.5% uplift, but I ran i

Marketing VP to CEO: "Hey boss, I spent $40 milion on a targeted ad campaign with this fancy new agency. They sent us a report showing 2.5% uplift, but I ran it by our in-house stat nerds and they say it's bogus." vs. "Hey boss, I spent $40 million on a targeted ad campaign. The agency proves we got a 2.5% uplift. That's $300 million! Ain't I terrific!? Where's my bonus?" Edit: and... CEO to board: "We tried a new targetted ad campaign but it didn't make any difference." vs. CEO to board: "Last quarter the industry suffered increased competition, and our uptake through traditional advertising channels suffered. Fortunately I had the forsight to direct Marketting to open up to new, inovative methods. I'm pleased to report that it paid off, to the tune of $300 MM, completely offseting the drop from traditional campaigns."