The curious case of case studies

If last week’s fight between MobiKwik and FreeCharge over a Nielsen report that called the latter India’s fastest growing electronic wallet company wasn’t enough, here’s a new one.
Case in point is a study put out by InMobi last week. The case study extolled virtues of its retargeting solution and its efficacy in helping online fashion retailer Myntra sell more products. According to the study, for every dollar spent by Myntra on InMobi’s marketing platform, it achieved a sale of $7.
The study also said:

The publicity seems to have ruffled a few feathers at RevX, a rival which was spun out of adtech company Komli Media. Only six months ago, there was a similar study by RevX and Myntra.
According to that study, for every dollar spent on RevX, the return was $8. It even quotes Arjun Choudhary, Head- Growth & Sales at Myntra saying:

RevX is our preferred retargeting partner. They have delivered remarkable results for our app engagement campaign.  

Choudhary was also quoted in the InMobi study as:
“InMobi’s remarketing platform (powered by Miip), has delivered good results for Myntra’s mobile remarketing campaigns. The innovative creatives showcasing curated apparel collections for our customers have seen a positive impact on the ROI of the campaigns.”
The thing is, both studies can be true at the same time. E-commerce companies use multiple retargeting platforms to follow their users around the web with tailored advertisements. What’s confusing is the claim of being “top” or “preferred” retargeting platform.
Moral of the story? Take case studies with a sack of salt, unless they come from a credible and independent third party.