Focusing on ease of use is often the first step toward building a testing framework that actually works. Many strategists get bogged down in complex setups that make it impossible…

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…

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…

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…

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…

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,…

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…

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…