Blog | Cairo Cananea

The End of the Lipstick Effect? What 18 Years of Data Reveal About Consumers in a Crisis

Is the lipstick effect real? I analyze 18 years of data, from the 2008 crisis to the pandemic, to uncover the truth about consumer behavior in times of crisis. A must-read marketing study.

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.