You’re running a 10K. You’ve been paying attention to your sleep, your diet, and carefully building your strength and endurance; you feel...

In SaaS growth, instant profit is seldom the game plan. Chasing it can mean missing out on major, long-term opportunities. Sure, you need...

As search networks evolve and AI is increasingly responsible for audience selection and ad content, setting efficiency targets is one of...

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...

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...