When Google reports lift results… Who is it solving for?Let’s start with a phrase that causes me to cringe every time I hear it: “directional results.”It ...
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There’s a scary Giant hiding in your closet.It imposes hidden costs that, when accounted for, transform your claim that advertising is adding business ...
HiPPOs still hand down most decisions in a company – even when surrounded by piles and piles of reports with metrics galore.Marketers still use the “funnel” ...
Last year, nearly all of the top 50 telecasts in the US were connected to sports.The 97th Oscars, SNL 50th, a 60 mins interview, an episode of The Floor and ...
A couple of years ago, I was doing a Strategic Consulting engagement for a global company that operates in 75 countries. The scope was to build out a ...
