In 1995, Continental Airlines ranked dead last in every airline performance metric. A simple personalized apology letter campaign, powered by just two datasets, transformed the brand from America’s most hated airline into one of its most beloved, with an 8% increase in customer lifetime value.
Sales has CRM, accounting has ERP, HR has HRM. What does Marketing have? Dozens of Chrome tabs, scattered Excel files, and a patchwork of tools. Here is a practical 5-step framework to centralize your marketing data, starting from zero cost and zero engineering.
Your TikTok Ads ROAS jumped from 5.2 to 7.0, yet overall revenue barely moved. The culprit: channel cannibalization and attribution ghosts. Learn how incrementality testing reveals the true lift your ads deliver.
Data storage costs have dropped over a million-fold since 1950, yet most marketers still struggle to turn raw data into actionable insights. This article maps a three-stage maturity path from low maturity to data-driven growth.
Dashboards monitor in real time; reports analyze in depth. Most marketers use them interchangeably and lose value from both. Learn how to structure dashboards around decision-making flow and automate reports.
Google’s Chief Data Scientist says trust your first instinct when data is ambiguous. A former CIA officer says never trust your gut. Who is right? Both, and the real question is how to combine data and intuition effectively.
