Smart business decisions come from simplifying problems. Bars can help!

Solving complex business problems “ain’t always rocket surgery,” to cite a colloquialism I just discovered. It often boils down to a little bar and a big bar. As an outsider, I have the luxury of both working with data scientists and in gentle opposition. The first part is easy. Data scientists work with my clients’ …

Why isn’t the Disaffection Index (DI) more popular with campaign marketers?

Many years ago, when self-proclaimed Email Diva and my own personal career doppelganger Melinda Krueger conceived of the Disaffection Index, my only qualms were with its name and acronym. She wrote about this campaign KPI in one of her MediaPost pieces. If I remember correctly, she even sent me a pre-read. I told her I …