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[MUSIC PLAYING]
JOHAN SIWERS: The big challenge we see is we are
really good in our industry to measure.
And that's of course important.
We have the tools provided by Google and others.
But with measurement, you get too precise sometimes.
And sometimes you need to do things with the gut, and not
only with the brain.
And if you only do it with the brain all the time, you're
going to leave opportunities out.
And not all the smartest decisions are made only purely
by bean counters.
And then to balance the gut feeling with the numbers, I
think that's a big challenge for us.