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
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.
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.
The Real Reason Most Marketing Teams Never Start Using Data
The belief that you need a Data Analyst, a Data Warehouse, and professional dashboards before you can start analyzing data paralyzes most marketing teams. Agile Analytics flips this mindset: start with one question, use the tools you already have, and iterate.
Google Analytics: Three Levels of Data Usage, Three Tiers of Marketing Mastery
Most marketers stop at GA4’s default reports. This article maps three skill levels (Viewing, Exploring, and Mastery) with real case studies showing how each level unlocks deeper insights and increased ROAS.