StrategyHarnessing AI for Value Based BiddingAI is powerful, but quite literally has a “mind” of its own. It will make decisions without consulting you, or even letting you know that...
Strategy5 Marketing Data Mistakes Most Companies MakeEven the most data-savvy of marketing teams can make mistakes in thinking about the use of data in optimizing campaigns for financial...
KPIs + MetricsWhy ROAS Sucks As a KPIROAS (Return on Ad Spend) is the industry standard for assessing and reporting the performance of paid digital campaigns, but it really...
KPIs + MetricsProfit: The Only Marketing Metric that MattersI recently wrote about the limitations of one of the most widely-held marketing KPIs: ROAS (Return on Ad Spend). The main limitations...