One of the great things about the blogging world occurs when individuals improve upon your simplistic work, developing the concept into something better, something more useful. Many big analytical companies hoard ideas and intellectual capital. Others freely give, in an effort to benefit all.
Enter Friend of MineThatData Alan Rimm-Kaufman and his development of the Square Root Rule --- found on his organization's excellent blog. Please click here for a well-written exploration of the topic of understanding how much money should/could be spent on advertising.
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