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Marketing Optimization

Fatal Flaws when Dashboarding

candies graph

Dashboards and Key Performance Indicators (KPI’s) — are attributed to the glory of Optimization. In my experience, I have seen the concepts of dashboards and KPI’s misinterpreted and often misunderstood. Concepts, often adopted as best practices, lack rigorous questioning about … Read Full Post

Data Visualization: Enabling data-driven business discussions

Source: iStock Photo

By now most organizations buy in to the fact that data is one of their most valuable assets and that they should be making their business decisions based upon insights they derive from it.  It sure helps when you present … Read Full Post

Why your KPI’s are meaningless

Cardinal Path blog post

Originally published on If like many companies, you report value as page view volume, visit volume, social likes or tweets, then your boss is most likely to say: “so what?” (and if she or he doesn’t, s/he should.) For … Read Full Post

The Challenge Of Advertising In The Big Game


Excerpted from Nathanial Payne’s blog post “The Challenge of Advertising In The Big Game” on This weekend, as I sat at home watching one of my favourite sporting events of the year, I found myself completely consumed by one of … Read Full Post

Google Announces an Integration with Google Analytics and ‘DoubleClick Campaign Manager’ (DCM, the system formerly known as DFA)

Cardinal Path blog post

Background – Innovation and Integration Google is famous for innovating around smart software in the cloud. Originally this was just organic search, but Google has proven to be much more than a one-trick pony. It turns out that the ability … Read Full Post

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