Jim answers questions from fellow Drillers (More questions with answers here , Work Overview here , Index of concepts here ) Topic Overview Hi again folks, Jim Novo here. Is your mission to increase Sales or Net Margin dollars? Worth getting some clarity on if you’re not sure, and if it’s Margin dollars you are after, watch out for Promotional Proneness. What’s that? The tendency of customers to learn promotional patterns and “wait for a discount”, which can significantly impact campaign profitability. Got Proneness? Read on Fellow Driller, you will learn how to find out – by measuring it using control groups ! Q:   I really have enjoyed your book. A:   Thanks for buying it, and for taking the time to tell me you enjoyed it!…