Marketing efficiency ratio (MER) attempts to capture your entire marketing ecosystem. The simplicity is appealing, but does it provide meaningful guidance?

When most marketers look at their campaign dashboards, they see dozens of different metrics competing for attention. Click-through rates, conversion rates, cost per acquisition, return on ad spend. Each number … Continued

Remember when you could just ask someone their favorite color and trust they’d tell you the truth? Marketing wishes it were that simple. The shift from eavesdropping on digital breadcrumbs … Continued

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

Imagine a doctor who takes your blood pressure once, declares you healthy, then sends you home with no guidance on diet, exercise, or lifestyle changes. That single measurement might be … 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