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Sometimes, the problem does not begin when traffic falls. It begins when there is too much of it…
“Don’t give AI ideas” is starting to sound less like a joke when we see agents accessing unexpected…
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.
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…
For years, much of interaction design has started from a fairly simple premise: the user decides and the system responds.We click, choose an option, confirm an…
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…
In Dante’s Peak, the volcano begins to speak long before it erupts.Small earthquakes. Changes in the water. Dead animals. Affected vegetation. Temperature…
