Blog

Have you ever launched a campaign that followed every “best practice” in the book, only to see it fail in the first forty-eight hours? In my nine years of running…

The more data we collect from social platforms, the less we seem to understand about what actually drives results. It is a strange paradox: we have more tracking pixels and…

Drawing attention to health benefits in a marketing strategy is much like choosing a balanced diet over a quick sugar rush. In my nine years of analyzing social media experiments,…

As we move into a new season of planning and budget allocation, many of us feel the pressure to refresh our community engagement strategies. This time of year often brings…

In 1923, Claude Hopkins published Scientific Advertising, a book that argued for a rigorous approach to marketing. He claimed that advertising had reached the status of a science, based on…

Warning: Most of the social media advice you read online is based on luck, not logic. If you copy a “viral” caption style without testing it against your own audience,…

“In God we trust, all others must bring data.” This famous quote by W. Edwards Deming has guided my work for the last nine years. In the world of social…

Social media platforms offer a unique opportunity to turn every post into a controlled experiment. Most marketers rely on gut feelings to choose their call-to-action (CTA) text, but data-driven strategists…

Most digital marketing advice feels like a collection of guesses. You might read that a specific button color increases clicks or that shorter forms always convert better. However, when you…

You are staring at two different browser tabs. One article claims that Tuesday at 10:00 AM is the undisputed peak for engagement. The other, backed by a different set of…