Transform Data's Impact: Pick The Right Success KPI!

Your analysis provides clear data that the campaign was a (glorious) failure. It could not be clearer. The KPI you chose for your brand campaign was Trust, it had a pre-set target of +5. The post-campaign analysis that compares performance across Test & Control cells shows that Trust did not move at all. (Suspiciously, there […]

Deliver Step Change Impact: Marketing & Analytics Obsessions

Some moments in time are perfect to reflect on where you are, what your priorities are, and then consider what you should start-stop-continue. In those moments, you are not thinking of delivering incremental change… You are driven by a desire to deliver a step change (a large or sudden discontinuous change, especially one that makes […]