The longer view
Most of what we do is practical and finishes in weeks. This page is about the other part — the questions worth answering properly, and the methods behind them.
The research behind the practice, in 10 short parts. Start anywhere.
1 of 10 · 3 minute read
The same problem physics and genomics have.
Astronomy, climate science and genome research all became quantitative disciplines for one reason: the data outgrew what a person could hold in their head.
Read this part →2 of 10 · 2 minute read
Why this stopped being a matter of judgment.
Marketing became a measurement problem because nobody’s instincts operate at this size.
Read this part →3 of 10 · 1 minute read
Not what we sell. What we are building toward.
Our engagements are operational. We look at what a business’s marketing is doing, explain it plainly, and repair what is broken. Weeks, not years.
Read this part →4 of 10 · 1 minute read
The measurement gap has not closed in six years
Sprout Social surveys social marketers every year — a thousand or more each time. One question asks what they actually do with the data their own campaigns produce. The answer has barely moved.
Read this part →5 of 10 · 2 minute read
Four times this changed what a company believed
These are published, peer-reviewed and checkable.
Read this part →6 of 10 · 2 minute read
The question decides the method, not the other way round
We work from a written decision map rather than from habit.
Read this part →7 of 10 · 2 minute read
Data mining, in eleven steps
Most analysis begins with somebody opening a spreadsheet and looking around.
Read this part →8 of 10 · 1 minute read
Two different questions
The first decision, and it determines everything after it.
Read this part →9 of 10 · 1 minute read
Open questions
These are genuine, unfinished, and stated here rather than promised to anyone.
Read this part →10 of 10 · 1 minute read
What this means for your engagement
Nothing, unless you want it to. The work you commission is the work you get, on the timescale quoted.
Read this part →
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