ROAS (Return on Ad Spend) is the industry standard for assessing and reporting the performance of paid digital campaigns, but it really...

I recently wrote about the limitations of one of the most widely-held marketing KPIs: ROAS (Return on Ad Spend). The main limitations...

The Dangers of Local Optima Recently we encountered a strange situation.  One of our clients had a top of the funnel KPI that looked like...

Working Planet is an Agile shop. This doesn’t mean we’re sprightly and nimble, although we generally are those things too. It means we...