I'm going to tag
@MTW2011 because they had some comments during the hearing today right when the server had issues and looks like those posts are gone and I always dig their take.
I don't know if I've ever had a post this long so I apologize.
I've stated numerous times that JP has done a good job thus far for CD and is continuing. However, I can't wrap my head around is this survey and the company that managed the campaign. I get the area of analytics are probably not JP's thing but where in the world did the find this guy and what sold them on him? My digital team would have absolutely lost their mind if I showed them this and this isn't even our field.
First off. Who are the experts? Iron Wood are the experts but basically just followed directions by people who are not qualified to do anything they're asking for. Your job is to try to figure out the client's objective and develop a plan through a consultative approach. I found it interesting that RW didn't touch on amount of questions asked and the phrasing of them (especially since LV case is stayed) but I don't think he had to say much as Bryant was making his job easy and even Judge Boyce really didn't have an option as the expert you called basically said you can't use this data.
Less than 200 completed surveys? If you can't provide a comprehensive...well...anything, you're going to have a hard time selling anything. If that data was solely Fremont County, maybe a different story based on that population but it wasn't. You had plenty of counties & population. The pay per click and conversion ratio for this would lead me to believe they were either paying Iron Wood in Arby's coupons or their digital marketing specialist needs to find a different career path.
Bryant's antiquated verbiage alone would have me running. I get it. They primarily deal with telephone market research but I was waiting for him to bust out an abacus. It's as though he can read numbers but has no idea how they're even reaching these people. I get he's only analyzing the data but he is the VP of analytics so one would assume he'd have a better grasp. I can't imagine the people who actually implemented this campaign couldn't articulate this better than him.
In 40+ years of experience he's only done one other scenario like this? He's probably seen thousands of surveys. He has ONE other under his belt? You can't swing a cat without hitting a digital marketing agency that specializes analytics in today's world. How they landed with this guy is amazing. It must have been a coupon on the back of a receipt somewhere.
I will say it was awkward to watch Bryant hear something be said by the state and almost laughingly agree, smile and shake his head. I could just picture JP wondering what the hell the guy was doing. Not going to beat him up on that as he isn't a trained tv personality.
Overall, whether this was admitted today, next month, next year or a decade down the road is really irrelevant. It's going to get absolutely hammered. I don't think they should have had a problem getting quantifiable data to support their argument in the first place.
The company hired to do the survey and what was presented was laughable and absolute garbage in my opinion.