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Mark Weiner's point about AVEs correlating with sales just highlights how poor the statitical understanding is within our industry. The reason AVEs correlate with sales is because they're effectively acting as a proxy for other data. If done properly with this data in the first place the correlations would almost certainly be much better. This does, however, highlight one of the major problems, which is that people will always come up with some excuse for using AVEs 'because clients want them'. Offer clients something better and that disappears. I fear for this industry, I really do.
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Jul 16, 2010