Insights

It’s crucial to critically assess the data we monitor daily. Are these figures truly driving our business? Remove the noise – avoid chasing false positives and cut to what actually works.

In striving for a data-driven culture, are we using data to inform our decisions, or are we simply gathering stats to back up choices we've already made? Chief Strategy Officer Will Parker sheds light on this critical issue: authentic data utilization means more than just dashboards.

Chief Strategy Officer Will Parker discusses why behavioral data may be more important when it comes to the lower funnel.

Leveraging quantitative and qualitative data together, and incorporating AI cautiously, prepares us to meet consumer needs effectively.

Customer journey mapping is still vital for creating effective marketing campaigns. Regardless of whether the funnel is depicted as a circle or any other shape, its foundational concepts remain critical.

Navigating the maze of multi-touch attribution and platform analytics—think last click, first click—is a common challenge. Yet, Market Mix Modeling (MMM) offers a refreshing escape, presenting a holistic view that transcends the limitations of direct attributions.