Your Business Is Data: How Are You Using It?

Recently I listened to a fairly popular data engineering podcast. A panel discussed the science of building data platforms at their respective technology companies. At the end of the chat, the following was shared with respect to challenges and learnings for their next data projects: (Paraphrasing) “Of course getting buy in for your data platform … Read more

Three Marketing Test Mistakes And How To Fix Them

You are an authoritative digital marketer at a leading digital organization. You run frequent A/B tests to measure the effectiveness of your marketing. I know you are running tests. Why? Because Google told you. And BCG told you. And Bain told you. It’s your “test-and-iterate” approach that makes you such an authority. Bad news for … Read more

Fix Analytics & Data Science: Analysis Should Be Practical

Our marketing attribution philosophy is: Attribution Should Be Practical. Starting today, let’s extend this philosophy to everything you do in measurement and analytics. Every analysis should be practical. I received a request to blog about the wake many martech platforms leave. Discretion being the better part of valor, I’ll share some stories, but keep the … Read more