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 are indications that in a handful of Test DMAs it might have gone down!) Every so often, the story is just as simple as that. You do the best you can with a marketing campaign (creative, audience, targeting, channels, media plan elements like duration, reach, frequency, media delivery quality elements like AVOC, Viewability, etc.), and…

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Winning With Data: Say No To Insights, Yes To Out-of-sights!

If there is one thing the universe agrees on, it is that you should just provide data… You should provide INSIGHTS!!!

In the 807,150 (!) words I’ve written on this blog thus far, at least 400,000 have been dedicated to helping you find insights.

In posts about advanced segmentation, in posts about how to build strategic dashboards that don’t suck, in encouraging you to reimagine how you pick metrics to obsess about using the magnificent Impact Matrix, and on and on and on.

Go for insights!

The Problem.

In time, I've come to hate the word insights.

In our world – marketing research and analytics – that word has come…

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