AI is powerful, but quite literally has a “mind” of its own. It will make decisions without consulting you, or even letting you know that...

I remember March 13th, 2020 like it was yesterday. It was our last physical meeting in our office building before going remote for the...

Even the most data-savvy of marketing teams can make mistakes in thinking about the use of data in optimizing campaigns for financial...

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...