Marketing Analytics: Attribution Is Not Incrementality

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One of the business side effects of the pandemic is that it has put a very sharp light on Marketing budgets. This is a very good thing under all circumstances, but particularly beneficial in times when most companies are not doing so well financially.

There is a sharper focus on Revenue/Profit.

From there, it is a hop, skip, and a jump to, hey, am I getting all the credit I should for the Conversions being driven by my marketing tactics? AKA: Attribution!

Right then and there, your VP of Finance steps in with a, hey, how many of these conversions that you are claiming are ones that we would not…

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The Power of Exponential Growth | Data Viz to Simplify Complexity

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There has been a lot of heartbreak around the world with the CV-19 pandemic.

This chart, from NPR, illustrates some cause for optimism. It shows the 7-day average new cases per day across the world.

It is crucial to acknowledge what’s hidden in the aggregated trend above: The impact on individual countries is variable.

A large percentage of humans on the planet remain under threat. We don’t nearly have enough vaccines finding arms. We have to remain vigilant, and commit to getting the entire planet vaccinated.

Recent worries about Covid were increased by the proliferation of virus variants around the world. Variant B.1.1.7 was first identified in the…

Keep reading: The Power of Exponential Growth | Data Viz to Simplify Complexity »