A paper from the National Bureau of Economic Research concluded that the ROI of search engine marketing are “a fraction of conventional estimates” and in the studied company […]
A recent blog got quite a lot of attention recently when it decried the declining profitability of Google Adwords. We’ve been predicting this for a while, […]
An NYT article finally calls out the unspoken heroes of big data: those who aggregate, collect, cleanse, and validate raw data before they are analyzed. In […]
A client recommended this blog post summarizing the main components of price promotion measurement. Across industries, our experience is that lift and halo almost never offset […]
Analytics should rarely live alone- they should support (but not replace) a broader ecosystem of decision inputs. But we can empathize with a common challenge- “what […]
I love Derek Thompson at the Atlantic. But this article compares “attention” and “users” across marketing vehicles, which ends up having very little to do with […]
It’s this kind of aggravating nonsense and irresponsible writing that sets the field of marketing measurement back years. And infuriatingly, it is read by a lot […]