There is a best-kept secret in the world of high-level data analysis that most gurus will never tell you. The most successful social media campaigns are not built on creative…

I once spent three weeks tracking my Labrador’s response to different types of kibble using a weighted scale and a stopwatch. I wanted to see if the crunchiness of the…

I sat in my home office last Tuesday, staring at two monitors filled with line graphs and scatter plots. One screen showed a massive spike in conversion rates from a…

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…

“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…

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,…