Brain Hurt Scale = 5/10. Following on from part 1, we explore a paper that studied thousands of online retailers between 2020 and 2022. The findings from this study have massive implications on the digital marketing industry, decision-makers, executives and investors.

They analyzed 100's of billions of digital marketing expenditure and looked at how this affected customer acquisition and growth. Finding that not only have costs increased on average but firms who targeted certain customers and used particular channels realized the greatest drops in yield.

So why are so few in the industry talking about something so momentous? There are a few reasons for that which we discuss near the end.