You Are What You Measure, So Choose Your KPIs (Incentives) Wisely!

Choice

 Yes, data is important. Helps make marketing better. Makes for smart organizations. Blah, blah, blah. You know the drill: Measure. Find insights. Take action. (Or die trying.) Ascend to corporate heaven. While there is a great deal of appreciation for the power of metrics/data, I've come to realize that Sr. Leaders don't quite appreciate the […]

Multi-Channel Attribution: Definitions, Models and a Reality Check

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A wise person said: "To guarantee success, spend 95% of your time defining the problem and 5% of the time solving it." I believe deeply in that quote. In my life I spend an extraordinary amount of time understanding the problem and attempting to define it clearly. As if by magic, I find that it […]