marketing

Revenue Attribution Models: Analyzing and Improving Multi-Touch Attribution for Smarter Marketing Budgets

by Emmanuel Cuisinier
03/11/2025

In today’s competitive business landscape, understanding which marketing channels drive the most value is critical. Multi-touch attribution models offer a robust way to analyze and improve marketing performance by assigning credit to each touchpoint in the customer journey. In this… Read More »Revenue Attribution Models: Analyzing and Improving Multi-Touch Attribution for Smarter Marketing Budgets

Maximizing Marketing ROI: The Importance of Focusing on What Works

by Emmanuel Cuisinier
03/06/202503/05/2025

In the ever-evolving world of marketing, businesses often face a tempting urge to explore every available platform and tactic. The digital landscape offers countless opportunities, from social media networks like Instagram and YouTube to emerging channels and tools that promise… Read More »Maximizing Marketing ROI: The Importance of Focusing on What Works

The Importance of Measuring ROI in Marketing Campaigns: A True Bottom-Line Perspective

by Emmanuel Cuisinier
03/05/202503/05/2025

In the fast-paced world of marketing, there is a common misconception that any campaign producing revenue is a success. However, without properly measuring the return on investment (ROI), this assumption can lead to misguided decisions that may hurt a company’s… Read More »The Importance of Measuring ROI in Marketing Campaigns: A True Bottom-Line Perspective

Using Personalization Technologies to Boost Customer Lifetime Value

by Emmanuel Cuisinier
01/30/202501/30/2025

In today’s hyper-competitive landscape, customer expectations have reached an all-time high. Generic, one-size-fits-all approaches no longer cut it. Customers crave personalized experiences that resonate with their unique needs, preferences, and behaviors. For executives, the imperative is clear: leveraging personalization technologies… Read More »Using Personalization Technologies to Boost Customer Lifetime Value

The Cobra Effect: A Cautionary Tale for Marketing and IT Professionals

by Emmanuel Cuisinier
01/25/202501/25/2025

History is filled with stories of well-intentioned plans gone awry, and few illustrate this better than the infamous Cobra Effect. This phenomenon occurs when an incentive designed to solve a problem ends up making it worse. While the term originates… Read More »The Cobra Effect: A Cautionary Tale for Marketing and IT Professionals

The Great Rat Massacre of Hanoi: A Lesson in Misaligned Marketing Incentives

by Emmanuel Cuisinier
01/25/2025

In the early 20th century, French colonial authorities in Hanoi faced a problem: the city was overrun with rats. To tackle this, officials devised a clever plan. They offered a bounty for every rat tail brought to them. The logic… Read More »The Great Rat Massacre of Hanoi: A Lesson in Misaligned Marketing Incentives