Mark Osborne critiques marketing analytics that claim false precision. Assigning exact percentages to channel contributions confuses specificity with accuracy. Fuzzy math that acknowledges uncertainty beats no math at all.
I love that. I have to chime one in too that I heard because I worked in marketing analytics for a long time where we'd be like, this particular channel is driving 38.25% of your sales. And I always coined it as confusing specificity with accuracy because it's all really fuzzy math. It's somewhere between 25 and 20, you know, 42. And 32 is our best guess today. But when you put those extra decimal points, people get really confident it must be accurate. But it's really, it's really fuzzy math. And so that's a good quote. I call it false precision. Yeah, the false precision. That's, that's exactly it. So you're obviously an expert in a lot of really interesting topics, and I could talk all day with you about it, but I got to be mindful of your time.
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