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1) I'm suprised that this kind of work is going on at Microsoft, Google, Yahoo, etc. Maybe I'm just unaware, but I thought that was interesting.

2) The conclusion of this paper is daunting. It sounds like it's impossible to reliably know if a campaign was -10/+10% ROI. Only if the campaign was =50% was it then just 'difficult' and not impossible.

Very cool stuff Randall and Justin.

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