When to Test vs. When to Act

I don’t think anything makes me crazier than when a business leader receives critical data and instead of acting and increasing returns, they go ahead and design a “test” that derails everything. Digital marketing & business analytics are powerful precisely because they generate thousands of signals that can improve outcomes at a scale far outpacing … Read more

The Defense Rests: Why Marketing Measurement Is What It Is & Why We’re Different

We’ve picked apart modern marketing measurement in prior blogs. In fairness, let us take a moment to defend the state of this industry. While we don’t find typical modern marketing measurement accurate or productive, the fault lies not with measurement firms, but the conditions from which they were created.  Finance leaders did not invent marketing … Read more