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When KPIs are Red Herrings
What would you think if you heard one company’s marketing goal was to maximize lead volume at a $100 cost-per-lead (CPL)? You’d probably be preparing for a word problem to follow. 100 is a suspiciously even base, from which incremental calculations are pretty easy. A $100 CPL is surely a sample from which a learning experience will follow and be made much easier to understand because you used base 100. You’d be wrong, but that feeling in your gut that something’s off is not w


Case Study: How Measurement Made the Difference in X Ad Testing
Using a strategic, low-risk testing approach, we uncover the real value of a new ad network, unlocking efficient lead generation.


What Your Marketing Agency Does With Your Customer Data (And Why It Matters)
If you’re working with an agency, you’ve probably asked: "Why do you need access to my customer data?" Fair question. Let's break it down.


How to Build a Marketing Performance Dashboard: The Key to Revealing Actionable Insights to Drive Business Growth
Here are the essential questions a marketing performance dashboard should answer to help you steer marketing initiatives toward success.


Marketing Mix Modeling (MMM) Is Trending—But Here's Why You Should Be Skeptical
MMM can be powerful when done right—but it's easy to misuse, and when that happens, the impact isn’t just a small misstep.


Decoding Facebook Shim Links: What Are They and Why Do They Matter?
Shim links may seem small, but they boost security, protect privacy, and provide key insights for smarter digital marketing.
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