Hillstrom's Optimizer: Let's Go For Broke!

We doubled the search budget ... and it appears that doubling the search budget was the right thing to do.

So now it's time to quadruple the search budget ... let's go for broke! Let's double the doubling of the budget!


Ok, we learned that we went too far.

We learned that we could probably double the search budget and meet both short-term profit goals and long-term profit goals.

We learned that there are limits to marketing spend.

How would you broach this subject with your CEO/CFO? Let's say you want to double your search budget. If you double it, you won't see the benefit for 2-3 years. How would you encourage your CEO/CFO to embrace what an optimization simulation is showing?

P.S.:  Want a low-cost / no-cost customer acquisition method? J. Crew decided to write sponsored content on Deadspin (click here). Here's how I got to it ... I saw a tweet about how World Series teams are built (click here), which led me to an article from 2013 ... when I finished reading the article the sponsored content appeared next. As you can see, the article was allegedly read 238,000 times (who knows if that is a lie or true).