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Innovation makes headlines. Companies announce new digital platforms, investments in artificial…
A purchase is completed or fails. A product is available or out of stock. A form is submitted…
Imagine three web projects that use WordPress.The first is a corporate website built with a…
Plan an incrementality test with a baseline, expected uplift, test split and estimated economic assessment.
It is not about whether a campaign sells, but how much it genuinely adds above the baseline you would have achieved without it.
If the sample is small or the window too short, the result may seem conclusive without actually being so. The aim here is to plan before executing.
The best interpretation is not just the lift, but how much incremental revenue it generates and whether it offsets the additional cost of the experiment or channel being analysed.
Many organisations have dashboards full of figures on visits, clicks, conversions, time spent or satisfaction. However, having more data does not mean…
Sometimes, the problem does not begin when traffic falls. It begins when there is too much of it.That is what happened when reviewing the data from a client’s…
There comes a point in many organisations when the conversation about marketing moves to another room. It is no longer confined to the communications team, the…
We increasingly make decisions with the help of an automatic recommendation.A platform chooses which video we will watch next. An app suggests how to reply to…
