In 1995, if you had said “should we open stores in that state or just run TV ads there?” that would not have been a meaningful question, but now all of those budgets are merging into one TAM. Do you get a better ROI on Instagram ads or faster shipping? If you open a store in that city, do your returns go down? 

Epic post on how Nike lost $25B in a day by trying to make everything data-driven: "Nike invested billions into something that was less effective but easier to measure vs something that was more effective but less easy to measure. In conclusion: an impressive waste of money." https://t.co/YyLH98B0eH