Marketing: Win Before You Spend: Pre-Test Creative + Media Sufficiency.
The most important lesson in Marketing is also the simplest: Successful Marketing requires incredible Creative, and sufficient Media weight. Simple, no? Yet, in my ...
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Data Visualization Tips & Tricks: What Not To Do!
The data we deal with has such immense complexity built into it (across metrics, methodologies, sources), the business itself is so complex (no more ...
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Marketing Analytics Mistake #1: Efficiency Without Effectiveness!
“Let’s all focus on a single metric, a True North for the entire company!” This is an understandable sentiment from Extremely Senior Leaders (ESLs). ...
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High-Impact Marketing: Rock Creative Pre-Testing!
Prologue. Recent Conversation with CEO B: Me: I saw your ad at the airport the other day. I have a sense for your challenges ...
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Scapegoating Analysts | Recognizing & Preventing A Bad Idea.
Here’s a sign that you’ve arrived as an Analyst or an Analytics team: At the first sign of failure reported by the data, most ...
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Strategic Marketing Analytics: CMO Dashboards That Rock!
An extraordinary amount of time, effort, $$$ are spent on building dashboards/scorecards for CMOs… Yet, the end result, nearly always, is a useless data ...
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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 ...
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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 ...
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Robust Experimentation and Testing | Reasons for Failure!
Since you’re reading a blog on advanced analytics, I’m going to assume that you have been exposed to the magical and amazing awesomeness of ...
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The Most Important Business KPIs. (Spoiler: Not Conversion Rate!)
I was reading a paper by a respected industry body that started by flagging head fake KPIs. I love that moniker, head fake. Likes. ...
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Avinash Kaushik
Bestselling Author, Analytics
Chief Strategy Officer, HMM
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