The Funnel Doesn’t End at the Sale (But Most Reporting Does)

For many organizations, the funnel ends the moment revenue is booked. A lead converts. A deal closes. A transaction clears. And reporting…

Marketing Experiments Need a Control, Which Needs Control.

Marketing teams are experimenting more than ever. New channels appear. Messaging evolves. Budgets shift. Tools make it easier to launch tests quickly…

You Are Generating More Data Than You Are Using

Most businesses today generate an extraordinary amount of data without realizing how little of it actually influences decisions. Metrics are tracked, reports…

Most Companies Are Remarketing to the Wrong People

Remarketing is often treated as a sign that a company’s marketing has matured. The pixel is installed. Audiences are created. Ads follow…

What is blended Customer Acquisition Cost (bCAC)?

What Is Blended Cost of Acquisition (bCAC)? For all the sophistication in modern marketing, many organizations still don’t have a clear view…