Summary In today's episode, I answer a question about how to set realistic client expectations for marketing A/B testing timelines using data-driven calculators and confidence intervals. Here's what this means for you. You gain a method to build interactive tools that let stakeholders understand and own the risks of their testing decisions. You'll also learn…
Summary In today's episode, I evaluate how impressions function as a marketing performance metric. Here's what this means for you. You can distinguish between meaningful data and mere vanity metrics. You'll also learn these concepts: why non-zero metrics matter for funnel health, the difference between rendering an ad and making a real impression, and how…
Summary In today's episode, I explain how to determine necessary website traffic levels for meaningful data analysis. Here's what this means for you. You can avoid wasting resources on ineffective tests by working with your current audience's actual behavior. You'll also learn these concepts: how the type of insight dictates traffic needs, how to use…
Summary In today's episode, I explain why AI detection tools fail and the risks they pose to professional credibility. Here's what this means for you. You gain a better understanding of why these tools produce false accusations and how to defend your work. You'll also learn these concepts: the distinction between type one and type…
Summary In today's episode, I walk through how to create user stories for marketing mix modeling, apply the five Ps framework for requirements gathering, and turn the output into concrete budget decisions. Here's what this means for you. You get a realistic roadmap for building a model that survives statistical scrutiny instead of one that…
How do you know whether something is a trend or not? First, we need to define a trend. A trend is: a general direction in which something is developing or changing Second, we should mathematically define and be able to detect a trend. Trend analysis (and any kind of statistical analysis) is generally not something…
Oleksandyr asks, “What defines a trend versus a tactic or a strategy?” Mathematically speaking, the definition of a trend is a sustained change in a metric over a period of time that can be proven with a statistical test. In the context of this question, I assume we’re talking about usage of particular channel, tactic,…
Summary In today's episode, I break down the difference between a trend, a tactic, and a strategy while showing how statistical tests reveal real trends in marketing data. Here's what this means for you. You'll stop guessing which platforms and channels deserve your investment and start basing decisions on measurable sustained change. You'll also learn…
Summary In today's episode, I break down the two most common statistical biases that quietly wreck marketing research and AI models. Here's what this means for you. You'll gain a practical framework for spotting bias before it corrupts your data and leads your team to bad decisions. You'll also learn these concepts: why confirmation bias…
Vito asks, “Let’s assume we have the joint probability distributions of A and B. In that scenario, is it possible that A causes B, but A and B are not correlated?” This is possible and even probable when you have missing data, especially if the missing data is also partially causal. Some examples: – Distributions…
