LTA Insights

Data analysts are skilled at uncovering insights, but these aren’t always actionable. Let me share a story from my experience to illustrate the difference. I… Read more: From Insights to Actions

DMA tests, or geo-based incrementality tests, are a direct and effective way to measure campaign impact. However, in practice, they come with operational and analytical… Read more: A Few Thoughts on DMA Tests

With many companies providing employees access to tools like ChatGPT Plus, tasks such as data analysis, strategy brainstorming, and statistical reviews are now just a… Read more: Is AI Ready to Replace Marketing Data Analysts?

Mondays are often the busiest day of the week for analysts. Not only do we have two additional days of data since Friday, but stakeholders… Read more: Quick Walkthrough on Anomaly Detection

Multi-touch attribution (MTA) is often hailed as the key to unlocking marketing success. However, it’s not a universal solution. Compared to last-touch attribution (LTA), MTA… Read more: Between MTA and LTA

Marketing mix modeling (MMM) is a powerful methodology for evaluating media effectiveness, particularly for brand media. Below, I share my personal experience collaborating with agency… Read more: A Brief Intro to Building MMM with Agencies

From an analytics perspective, reporting to VP’s or C-level executives is a unique challenge. Their priorities and perspectives differ significantly from the day-to-day work of… Read more: Experience Reporting to VPs and Above

The debate over whether marketing is an art or a science is a perennial one. From my experience, the answer depends on who you ask.… Read more: Is Marketing an Art or Science?