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When Markus Allen is Brilliant he's brilliant to excess. One thing many people don't know about Markus Allen is his ability combine direct marketing principles with creative and often brilliant technical ideas.

I've seen at least one software tool he developed that
only a handful of people know about that many people would kill to have. In a nutshell it was a hyper-supercharged version of some of the stats sleuthing techniques that Stephen Pierce discussed in The Whole Truth.

He also keeps a keen eye on tracking and numbers and
emphasizes the importance of both.

The flip side of his brilliance is his conviction sometimes that some incredibly bizarre idea could possibly work. I remember when i first met him, he was convinced he could profitably monetize bidding on the word "yahoo email" in the ppcs.

I'm not saying that it can't be done, just that he seemed obsessed with proving that it could be done rather than going after lower-hanging fruit.