Why Your Marketing Has Data but No Decisions
If your marketing team keeps presenting ROAS while leadership wants to talk revenue, the problem isn’t your tools. It’s structural — and it has a name: measurement maturity gap.
Marketing
An Attribution Model That Found a $216,000 Blind Spot in Marketing Investment
Last-click attribution can distort your entire marketing investment. I analyzed 35,000 e-commerce journeys using Markov Chains, Shapley Values, and XGBoost to prove which channels were stealing credit — and which ones were being ignored.
Goldilocks and the Attribution Problem: there is no one-size-fits-all bed
Your default attribution model might be lying to you. Goldilocks explains why — and how to find the model that actually fits your business.