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

Let’s Raise Our Expectations of Data Quality

Why is it that we are perfectly comfortable returning an item to a retailer due to a small, cosmetic blemish, but then go into work the next day and correct mistakes for an hour on some spreadsheet we received and not think anything of it? Expectations. We have been trained that things we buy from … Read more