Occam's Razor

1. Kill Data Pukes: Split KPIs, Diagnostic Metrics & Influencing Variables.

   Across every layer of the company, business people get too much data. Hunting expeditions are launched to locate what’s relevant and useful. CMO scorecards have impressions! Agencies are using CPMs, or worse “Traffic” as primary KPI. A Bank’s CMO has NPS on their dashboard – NPS is sourced from everything a company does AFTER Marketing’s […]

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2. Marketing Analytics: Methodologies Trump Metrics!

   If a conversation is occurring about Data and Analytics, chances are high that it is about Metrics. About how abhorrent Vanity Metrics are. About the marginal value of Activity Metrics. About how crucial a focus on Outcome Metrics is. About Metrics for Dashboard – NO! Only KPIs for Dashboards. About the difference between KPIs and […]

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3. Marketing: Win Before You Spend: Pre-Test Creative + Media Sufficiency.

   The most important lesson in Marketing is also the simplest: Successful Marketing requires incredible Creative, and sufficient Media weight. Simple, no? Yet, in my experience, it is rare that either part of that equation is understood or optimally executed. This disappointing reality limits the success for your Performance Marketing campaigns, and is death for your […]

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4. Data Visualization Tips & Tricks: What Not To Do!

   The data we deal with has such immense complexity built into it (across metrics, methodologies, sources), the business itself is so complex (no more just run ads on TV, wait for people to walk into our stores), any analyst has to strive to simplify complexity every day. Hence, one thing our community has in common […]

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5. Marketing Analytics Mistake #1: Efficiency Without Effectiveness!

   “Let’s all focus on a single metric, a True North for the entire company!” This is an understandable sentiment from Extremely Senior Leaders (ESLs). There are so many data pukes (sorry, “dashboards”) running around the organization, employees face such difficulty in being able to be smarter. Or, worse, Teams/Agencies can cherry-pick and show “impact.” Hence, […]

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