What Marketing Can Learn from Wall Street’s Smartest Trading Systems
Marketing and high-speed trading may seem like two completely different worlds. One is focused on building brands and driving customer acquisition. The other is focused on…
Category: Incrementality
The Click Isn’t Marketing. It’s What Happens After Marketing Works.
For years, marketers have been trapped in a debate they never should have been having. Every budget discussion, every performance review, every conversation with vendors, agencies,…
The Marketing Experiments You’re Already Running
When marketers hear the word “experimentation,” they often think of formal A/B tests, control groups, and carefully designed campaigns built specifically to generate insights. But what…
Your Marketing Team Is Already Running Thousands of Experiments
Most marketers think experimentation requires a formal testing roadmap. They picture carefully designed A/B tests, holdout groups, controlled variables, and months of planning before meaningful insights…
The Marketing Conversation CFOs Actually Want to Hear
For years, marketers have struggled with a credibility problem. Not because marketing lacks impact, but because most organizations still can’t prove that impact in a way…
Why GA4 Falls Short for Modern Marketing Measurement
For years, marketers have relied on Google Analytics and last-click attribution as the default approach to measuring performance. But the modern marketing landscape has evolved far…
Why Marketing Platforms Overcount Conversions — And How It’s Hurting Your ROI
Google says it drove the conversion.Facebook says the same thing.LinkedIn takes credit too.And Spotify? They want in on it as well. Sound familiar? The reality is…
Before You Cut a Campaign, Look at the Creative!
When marketers evaluate campaign performance, they often focus on channels or campaigns. Search versus social. Display versus streaming. One platform versus another. But sometimes the real…
The Most Powerful Lever in Your Campaign Might Be the One You’re Not Measuring
When a campaign underperforms, the first instinct is usually to change the media plan. Shift budget. Pause a channel. Move spend somewhere else. But often the…
Better Measurement Leads to Better Marketing Results
Better measurement leads to better results. It’s really that simple. Yet many data-driven marketers today are relying on measurement tools that only show part of the…