The experimental economics field has helped scientists understand and explain certain things that cannot be understood by traditional techniques. In this conference, David Reiley speaks about his experience in this area and explains how his work has gained importance in the advertising and marketing world.  Using one of his experiments as an example, Reiley explains the process and results obtained through it. He talks about the importance of data and the interpretation he gives to it as an economist.  Reiley elaborates on the importance of these types of experiments in companies which might, ultimately, lead to a more profitable business and a better understanding of the customers' needs and preferences.