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

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

Two marketing teams are looking at the same campaign results. The first team sees a 30% increase in branded search and celebrates. The second team asks a harder question: how … Continued