What we think

June 12, 2013

Your Google Adwords ROI is -75%

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 […]
May 31, 2013

Adwords and Declining Profitability

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, […]
May 20, 2013

The Offensive Linemen of Big Data

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 […]
November 14, 2012

Great intro guide to Promotion Measurement

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 […]
September 6, 2012

“I Can” vs. “I Should” use Big Data

As companies continue to try to actually deliver on the promise of “Big Data,” we’ve seen a number of them fall flat on their faces in […]
July 26, 2012

The man with two watches is never sure…

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 […]
June 7, 2012

More on “The Death of Print” Or not?

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 […]
March 29, 2012


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 […]