Can Causation Exist Without Correlation? Yes!
One of the axioms of statistics is, “correlation is not causation”, meaning that just because two data variables move together in a relationship does not mean one causes the other. The most common textbook example of this axiom is that consumption of ice...You Ask, I Answer: Intermediary Marketing Communications Metrics
Lou asks, “We’re executing a 3 month marketing communications program. Typically, such programs take 3-6 months to show end results, but we’ve been asked for metrics for a 1-3 month time frame. What metrics should we be using?” This is a tricky...You Ask, I Answer: How to Standardize Metrics and Measurement
Kevin asks, “How do we standardize metrics and measurement, especially when different parts of the company do things differently?” Great and very common question. The answer is, unsurprisingly, a framework: Goal alignment Exploratory data analysis Model...You Ask, I Answer: There Are No Best Times for Social Media
Mike asks, “What is the latest thinking on the best times to post on social media?” This is largely a pointless exercise now in many respects. There aren’t magical times when social media works with any level of specificity, even for your audience....You Ask, I Answer: How to Set Up Google Analytics Goals for Ungated Content
Marc asks, “How do I set a goal for ungated content? I want to give away something but still be able to track it.” The reason for setting up ungated content tracking is that it lets you feel more comfortable giving away content instead of putting...2018 Marketing Planning Framework
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