Articles about columns

Responding to advertising budget cuts: Three data strategies for discussing "business growth" with management.

Four things you should understand first in order to leverage generative AI in marketing strategy decision-making.

What is marketing accountability? The essence and practice of "accountability" demanded by management.

A Comparison of 24 Marketing Consulting Firms | A Thorough Explanation of Types, How to Choose, and Cost Estimates

What is context engineering? Why generative AI answers become mediocre: The difference between context design and prompting.

Is your ad really contributing to sales? Exploring the limits of attribution and the true value of incrementality

Identifying Key Selling Points | Data Analysis Approaches to Gain Market Share from Competitors

Why do supposedly data-driven initiatives fail? Uncovering "customer truths" with behavioral economics