Over the years, digital marketers have developed some idea of what works and doesn’t. But when it comes to the details, as we’ll see, they’re not very good. And details matter. We don’t know exactly what message will resonate most. We can’t know in advance the optimal layout for a mobile app. We don’t know if something that works on Wednesday will work even better on Saturday. In the most crucial areas, when we are trying to motivate customers, we aren’t entirely sure. In those cases, anything we launch is ...

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