The Most Underrated Relationship in SaaS: The Digital Marketer & CFO Power Couple
In SaaS growth, instant profit is seldom the game plan. Chasing it can mean missing out on major, long-term opportunities. Sure, you need...
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What Were We Thinking?
The Limits of Target Updates – and What to Do Instead
As search networks evolve and AI is increasingly responsible for audience selection and ad content, setting efficiency targets is one of...
Harnessing AI for Value Based Bidding
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...
5 Marketing Data Mistakes Most Companies Make
Even the most data-savvy of marketing teams can make mistakes in thinking about the use of data in optimizing campaigns for financial...
Why ROAS Sucks As a KPI
ROAS (Return on Ad Spend) is the industry standard for assessing and reporting the performance of paid digital campaigns, but it really...
Profit: The Only Marketing Metric that Matters
I recently wrote about the limitations of one of the most widely-held marketing KPIs: ROAS (Return on Ad Spend). The main limitations...
When KPIs are Blinders
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...
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