Positioning, planning, and the long-form thinking that turns insight into direction.
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.
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.
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.
