How to Stop Making Decisions Based on Noise – And Start Building an Evidence-Based Track Record “The new landing page increased conversions by 12%!” You roll it out company-wide. A month later, conversions are flat – or worse. What happened? You fell for one of the oldest traps in business: confusing random noise with a […]
Why “We Surveyed 50 Customers” Makes C-Suite Cringe – And How to Fix It “Based on our customer survey, 78% prefer the new packaging.” Sounds compelling until someone asks how many customers you surveyed. “Fifty.” Watch the room’s confidence evaporate. The number behind your data matters as much as the data itself – and finance […]
How to Turn “More Spend = More Revenue” Into a Precise, Credible Equation “For every dollar we spend on marketing, we get four dollars back.” Every CMO has said something like this. But when the CFO asks “How do you know? What’s the confidence interval? Does that hold at higher spend levels?” – most marketers […]
From Black Box to Glass Box: Making Your Attribution Model Defensible “Our Marketing Mix Model says TV is responsible for 34% of revenue.” The CFO’s response: “How does it know that?” If you can’t answer clearly, your model becomes a black box that finance will never fully trust – or fund. Here’s how to build […]
