Analytics

You Are Not the Consumer: Why Executive Opinions Are the Worst Metric for Customer Truth

22 Apr | Analytics, Best Practices, Business Consulting, strategy | 0 Comments

The Delusion of Expertise Picture this: A CEO slams their fist on the boardroom table. “This ad is genius,” they declare. “It’s bold, disruptive—it’ll go viral!” Six months later, the campaign flops. Customers are confused. Sales flatline. The team scrambles to...

Lies, Damn Lies, & Attribution Analytics

13 May | Analytics, strategy | 0 Comments

“Half of the money I spend on advertising is wasted. The trouble is I don’t know which half.” - John Wannamaker Over the past seven years, an avalanche of advertising dollars has been redirected from traditional media channels to digital or online media. One of...