Part and Sum

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While diving at night in Bonaire during my advanced cert, I encountered a dozen 6ft tarpon using my dive light to hunt smaller fish. It struck me—when you're in the dark, a single beam can unlock hidden opportunity. In our imperfect world, uncertainty, limited data, and scarce resources are constants. You can overthink your strategy, lose sight of the bigger picture, and go home hungry. Or, you can stay calm, trust your intuition, and leverage the data and tools at hand to help your team catch that fish. It’s much like a test-and-learn approach in marketing. Just as those tarpon seized the chance illuminated by a simple light, an iterative campaign and measurement strategy can quickly generate insights, validate messaging and targeting, and prove channel mix incrementality—even amid darkness and uncertainty. Leaders need to help their teams see the light, remove obstacles, and focus on what works. Curious about how this approach can drive predictable outcomes? Let's dive in together.

Ever wonder how we consistently outperform other agencies on Meta? According to Meta’s Agency Report, our early adoption of CAPI (Conversions API), Advantage+ Shopping (ASC+), and ongoing experimentation with custom audiences—using our RFM (Recency, Frequency, Monetary) model—drives much higher media effectiveness ?? My colleague Cecilia Bergman (Director of Strategy at Part and Sum) and I took a deep dive into the report to unpack why our always-on test-and-learn approach helps our clients optimize and scale Meta campaigns so effectively. Curious to learn more? Check out this short snippet, then watch the full conversation on YouTube. Link in the comments ??

Can you keep a secret? We're getting some interesting new numbers from #YouTube that #Google does not want you to know about. As it turns out, “the median number of views for a YouTube videos is just 41, and 4% of videos haven't been watched a single time. About 74% of videos have zero comments. Around 89% have no likes.” For the latest on marketing, technology, and culture, check out our newsletter, Part and Summed Up: https://lnkd.in/eCvN6v7E

Celebrate the holiday by watching Emily Fogarty, Cecilia Bergman and Justin B. respond to V-Day ads. Expert marketing opinions, complete with sexy music.

Are you tired of the debate over #AI in creative work? We've had a lot of examples of it in the media recently: from #Marvel to #TheBrutalist. Now, a new report from the U.S. Copyright Office could change the standards for copyrightable material created in part by #artificialintelligence. Check out the latest insights in our newsletter, Part and Summed Up: https://lnkd.in/eEFpD-Nh

Part and Sum is looking to interview business owners, solopreneurs and consultants running service-based?small businesses in the US with 0-20 employees. If you or anyone you know fit that description (especially in home services, events & hospitality, or marketing & advertising industries), check out or share the link in comments! Those selected will be compensated $250 for a 1-hour interview.

Part and Sum is looking to interview business owners running service-based?small business in the US with 0-20 employees for a research project. If selected, participants will be compensated $250 for a 1-hour interview with some of our team members. If you're a small business owner yourself, consider applying or sharing with your network.