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In this case, “some people with a business idea” were Armando Biondi, Carlo Forghieri, Massimo Chieruzzi, and Pat Matthews—and their business was a web development company. They were chugging along nicely enough, but kept running into headaches when it came to creating, deploying, and managing Facebook ad campaigns for themselves and their clients. They also grew frustrated with the reporting and analytics, finding it nearly impossible to understand what they should be tweaking and optimizing for future campaigns....