experiMENTAL
[ ik-sper-uh-men-tl ] (noun): A weekly newsletter on B2C marketing & data science frameworks, how-to guides, and stories.
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A behind the scenes look at the context, problem, analysis, and decision to completely turn off Meta for rider acquisition in the US & Canada.
Here are the 5 tactics I’ve used to measure > $1.5B in Marketing spend and generate $180M+ in revenue for companies like Uber, DIRECTV, Otrium, and others.
Being data driven is not enough. You need to become data obsessed. Here's how Uber did it and how you can too.
Data is like any other language. It has vocabulary, grammar, and syntax.
There's a clear business case for getting better at attribution: you're leaving money on the table
Hint. It’s not by being complex
Ad fraud is a $100B+ problem every year. Here’s how to identify and fight it.
It’s the least complex and least accurate method, but the most commonly used. Here’s how to effectively use it.
All it took was an email 2 years ago, persistent follow up, a superday of 9 hours of interviews and a little luck.
Is a funnel even representative of what happens in Marketing? Obviously, my answer is no and I found a much better one to use.
The foundation of a good relationship is communication. This meeting structure helps build a strong one between Marketing & Analytics.
PIPs are a cruel tool still used in the corporate world to tell employees they don't live up to expectations. But, you can survive them. Here's how.
Startups are chaos but can be structured with growth sprints that create organization and prioritize learning over randomness. Libby Weissman shares her method to the madness below!
Nike lost $163 Bn in Market Cap over a 3 year period. This is a deepdive into how a change in business strategy led to a Marketing disaster.
It's easy to go down the analysis rabbit hole and come up empty. I share a framework that will help build more impactful and efficient analyses.
