Your neighborhood coffee shop remembers your usual order, knows you skip the whipped cream, and recognizes when you haven’t stopped by in a while. The chain across the street treats … Continued

Imagine you own a restaurant in a busy downtown district. You launch a major promotional campaign in early December, billboards, social media ads, email blasts, the works. Sales spike dramatically … Continued

Your design team insists the red call to action button will increase conversions. Your copywriter argues the headline needs to be shorter. Your boss wants to know which landing page … Continued

Think about a basketball player who takes 50 shots per game and makes 10 of them. Now compare that to a player who takes 20 shots and makes 12. The … Continued

Incrementality testing has become marketing’s supposed gold standard. Run a holdout test, compare your ad-exposed group to a control group, get clean experimental proof of what’s working. It sounds scientifically … Continued

Picture a ship captain navigating across the ocean using only the wake behind the vessel. They can see they’ve been moving, they know roughly which direction they came from, but … Continued

You wouldn’t trust a stranger’s description of your best friend over your own firsthand experience with them. Yet many marketers have built their strategies on exactly that logic, relying on … Continued

Running a restaurant without knowing your diners would be chaotic. You’d serve steak to vegetarians, recommend wine to teetotalers, and offer kids’ menus to business executives closing deals. Yet many … Continued

Your customer browses your website for fifteen minutes, adds three items to their cart, abandons the purchase, then returns two days later through a Google search and completes the order. … Continued

Imagine trying to recommend restaurants to a group of 100 people by treating them all as one person. You’d calculate the “average preference”—maybe Italian food, mid-price range, casual atmosphere—and inevitably … Continued