This is such impressive blather that I’m now convinced I know nothing at all about modern sales and marketing. It may as well have been written by an ancient alien civilization for all I understood. Probably we’ll hear something very like this when SETI receives a signal from another star system.
It kind of reminds me of people discussing stock using what looks to me like numerology. They don't really focus on the underlying company or what it does, they mainly look at the stock graph and use more or less complicated models to try to predict future performance. Sometimes they actually have no idea what the company does. I feel a bit the same way reading this article. There's a lot of talk about conversion rat…
The reason people focus on conversion rate is because you can easily calculate spend and predict RoI. Coke can spend on a TV ad because it's a drop in the bucket but every dollar is valuable to a bootstrapped company. Exactly why you want to know what you'll get before one blow 50k on adwords.