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.
Blog
Articles on marketing analytics, data science, and AI
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.