Major improvements in a company's campaign can be accomplished by either doing great work to raise the bar, or mediocre work on a badly broken program. That's one of the four reasons George Michie gives for not putting much faith in case studies. He also tells us that some people bury bad results. And in a long detailed example, he tells us how and why few companies will publish the results of studies that run counter to the story they would like to tell. "Hiding the bodies only serves to convince CMOs that the engines are just another in a long line of sales people trying to get them to cough up more money," he writes.