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