Tracking
This guy began his life as a developer of sorts; in all his documentaion he refers to himself as an Entrepreneur. The method I sense he is the former is through his personal history. Only a nerd would put himself through that much shit to become profitable.
Marketing online since 1990, internet as we know it since 1994, business for 12 years since 2004 (1992). Those are his steps in two year intervals. Track everything to know what is profitable and what is not. Understand that just because your gross-earnings go up, one project may have gone down or decreased conversion; track that!
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