Monday, November 10, 2008

Predict revenues... and get sued

This is perhaps a cautionary note for any search or digital agency that likes to try and predict or project revenue changes by making adjustments to bids or budgets. In fact, some bid management software offer features where predictions on campaign performance are made by turning a few dials.

An agency in America, Laughlin/Constable, is being sued for 'wrecking' BoomerTowne.com.

What did they do? BoomerTowne asked the agency to work out how much money BoomerTowne.com might make. Laughlin/Constable got it wrong.

Scary, huh?

Hat tip to SuperSpy who asks "Can you believe it?".

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