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In my nine years of analyzing social media data, I have seen many trends come and go. I have spent thousands of hours staring at dashboards, trying to find out…

Introducing modern aesthetics into a social media dashboard is often the first step many strategists take to impress stakeholders. However, after nine years of running controlled social media experiments, I…

We often find comfort in the familiar routines of data analysis. For those of us who live inside analytics dashboards, the predictability of a spreadsheet is a refuge from the…

I once spent three days arguing with a creative director about whether a “burnt orange” or a “sunset orange” call-to-action button would convert better for a client. We ran the…

Highlighting innovation in paid social advertising often starts with a willingness to document failure. In my nine years of analyzing ad performance, I have found that the most significant breakthroughs…

Discussing regional needs often highlights a major gap in how we approach global digital strategy. Early in my career, I assumed that a high-volume posting schedule was a universal truth…

The blue glow of a dual-monitor setup at 2 AM is a familiar sight for anyone who lives in spreadsheets. I remember sitting in that light three years ago, staring…

Maintaining a professional presence on LinkedIn is often as demanding as caring for a delicate garden. You cannot simply scatter seeds and hope for growth; you must understand the soil,…

Imagine a world where every dollar spent on advertising is guided by a mathematical “kill switch.” For nine years, I have watched marketers lose thousands of dollars because they relied…

When I first started managing high-spend social media accounts, I treated my campaigns like a home renovation project. I thought that if I just bought the best materials and hired…