All experiments should end with a bang

In a perfect world, all A/B and Multi-variate Tests you conduct should be as expectantly observed (and ghoulishly revisited) as the one conducted last week, pictured above. Before the test launch of SpaceX Starship, Elon Musk said there was a one-in-three chance it would not survive to a successful landing. He was wise to set …

Adobe to buy Workfront: A big win for marketing throughput

Workflow management is often an afterthought. That’s a big mistake, especially when it comes to marketing execution. The late Eliyahu M. Goldratt told us this in his books from nearly forty years ago, starting with The Goal, and especially its follow-up ten years later, It’s Not Luck. Those books are ancient business history, yet this …

Apollo was the god of prophecy. His namesake is a digital insights time machine

Adam Greco has been doing digital analytics implementations since before Adobe bought Omniture (now Adobe Analytics). I go back nearly that far, and have religiously studied his blog posts on the topic. He’s saved me hours of work. So I was thrilled to talk to him the other day about a new product category invented …

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 …