The 4 Pillars of a Marketing Intelligence System in the AI Era
In the previous issue, “AI in Marketing: The Age of Chaos”, I named the three big challenges facing marketing today: […]
Analytics & Research, The Brain
Category · 01
The Brain
Customer insights, marketing analytics, and the strategic thinking behind smarter decisions. Where data, research, and frameworks come together to sharpen the bets you make.
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Data Reasoning Traps That Make Data-Driven Marketing Fail
Many marketing teams have plenty of data and beautiful dashboards, yet still make decisions on gut feel, because the problem
One Letter, Two Datasets: How Continental Airlines Went From Most Hated to Most Loved
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.
Ad Revenue Keeps Climbing, but Total Revenue Won’t Budge. What’s Going On?
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 Is Cheap, but Insights Are Expensive: The New Game for Marketers
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 and Reports: How to Use Them Without Wasting Either
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.