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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…
Executive model for estimating incremental contribution by channel based on spend, observed revenue, organic baseline and incremental multiplier.
It helps estimate what share of observed revenue appears genuinely incremental by channel and what share should not be over-attributed.
It does not replace a marketing mix model with time series, saturation, seasonality or adstock. It is a fast decision-making layer.
It is useful for discussing whether a channel delivers sufficient contribution over baseline, the incremental margin it leaves and where there is more room for investment.
Many organisations have dashboards full of figures on visits, clicks, conversions, time spent or satisfaction. However, having more data does not mean…
In Dante’s Peak, the volcano begins to speak long before it erupts.Small earthquakes. Changes in the water. Dead animals. Affected vegetation. Temperature…
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…
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…
