“In a more scientific way, understanding that if we increase our Facebook investment by 25%, we want to have confidence in what the overall implication on the business will be in a long-tail view as opposed to just looking at what we’d achieve from Facebook in a dollar-in, dollar-out view.”

“We increased spend significantly on non-brand paid search (shopping) in April. Prior to our relationship with Rockerbox, we may have invested a lot of that into Instagram acquisition or Facebook acquisition campaigns. What we did leveraging Rockerbox data last month was really aggressively lean in on non-brand paid shopping. Our …