Salesgenie.com "deliver a targeted message"

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http://www.iseff.com/ Ian Sefferman
My name is Ian Sefferman. I’m the founder of Openomy: The Online File System. Try it out and tell me what you think. I was born April 13, 1984. That was a Friday. I’m from Detroit, MI. I live in Seattle, WA. I went to college in Chicago, IL. Contact me at iseff@iseff.com. Or — because I’m wild and crazy — just call my cell phone at 248.819.7586. Can’t find what you’re looking for? My bad, I moved this site to Tumblr recently and started afresh. Try perusing the Archives, which likely contain what you’re looking for. Disclaimer I work at Amazon.com. Nothing I say here reflects anything they may feel.
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How many things are wrong with the article, Super Bowl ads let Salesgenie.com out of bottle?

Let's start with the fact that they paid $3.7 million dollars for advertising in one game.

Or the fact that it "generated as many new trials for the product in one day as it takes to generate in an entire month," but we don't have a clue how many sales it generated.

Or, the fact that they believed this was a "targeted message [delivered] to a specific niche of workers." This was targeted!? And delivered to a "specific niche"?! The SuperBowl!?

WTF?!
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