Joel Rubinson's learnings, analysis/analytics and insights’ appear to confirm decades old research, analytics and insights that The Hendry Company (The Hendry Model) discovered in the 1960’s - 1970's (and since). agree or disagree?

When I was working with the Hendry system, addressable marketing on a one-to-one basis did not really exist as it does today.  However, I know Hendry was used for allocation of marketing funds by large marketers across sales territories and DMAs as the share and repeat rate combination for a brand would be different in each market, leading to different optimal spending levels.  In that way, we would agree and our work would represent a modernization of marketing recommendations from similar underlying principles.