A bakery owner who only counts register transactions misses half the story: the customer who bought a croissant today because they smelled fresh bread walking past yesterday, or the coffee … Continued

In our previous article, we introduced baseline leakage: the systematic error that occurs when marketing mix models incorrectly attribute revenue from seasonal demand, trends, or external events to marketing campaigns. … Continued

Your brand just spent six figures on a flashy awareness campaign. The creative team is celebrating. The C-suite is asking questions. And you’re staring at attribution data that tells you… … Continued

Think about the last time you filled out a “Find Your Perfect Product” quiz. You spent a few minutes answering questions about your preferences, and in return, you got personalized … Continued

When you choose an index fund for retirement it seems straight-forward and neutral. But it’s not. A market-cap-weighted fund assumes bigger companies deserve more of your money. An equal-weight fund … Continued

A retailer opens a flagship store in a busy shopping district. Customers browse the displays, try on products, and fall in love with the brand. Then they walk across the … Continued

Your performance marketing campaigns show strong ROAS across Google Ads, Meta, and TikTok. Your dashboard proves every channel is hitting efficiency targets. But when you walk into the quarterly business … Continued

A basketball team signs a superstar center who averages 25 points per game. The front office celebrates the scoring boost, but something unexpected happens: the point guard’s assists jump by … Continued

Imagine you’re getting to know someone new. They might tell you directly: “I love hiking and I’m vegetarian.” That’s them volunteering information. Or you might notice they always order salads … Continued