Category: Data Commercial Creativity
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What is the dark funnel, and how do you measure pipeline you cannot see?
Most B2B buying happens in private before a form ever fills. The dark funnel is the pipeline your analytics cannot see. Here is how to measure it.
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Why does insight never reach action, and how do you close the activation gap?
Only 29% of firms turn analytics into action. Close the activation gap: name the decision each report should change, and push data into the tools where work happens.
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Why has multi-touch attribution broken, and what replaces it?
Multi-touch attribution needed user-level identity above 90% coverage. That coverage collapsed. Below 60% resolution, credit defaults to last click. Stop treating it as truth and move budget decisions to incrementality and mix modelling.
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Why is your customer data fragmented, and how do you fix it?
Every tool you buy ships its own customer table. That is how silos are born. The fix is a leadership decision, not a licence: name one master and resolve records on keys you can trust.
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Why does data governance fail, and how do you make it drive revenue?
Governance sold as risk avoidance reads as cost, so people comply minimally and route around it. Reframe it as the thing that makes self-service, faster decisions, and monetisation possible.
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How do you measure marketing across offline and digital channels?
Digital gets over-credited because it is easy to track. Offline and brand do the work and take the blame. The fix is marketing mix modelling, with geo-lift experiments as the tie-breaker.
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The Governance Trap: How You Are Killing Your Own Data (3 of 3)
Half your data decay is self-inflicted. You capture age instead of DOB. You expire cookies faster than the law requires. None of this is the regulator fault. It is a design choice you can reverse.
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The Playbook: Act Before the Data Decays (2 of 3)
You do not need better data. You need to act on the data you already have before it decays. A practical playbook for mid-market CDOs.
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The Half-Life of Data (1 of 3)
Data has a half-life. It is worth the most the day you capture it, then it decays. Here is the decay curve by data type, and the one move that beats it.
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Customer Data Maxxing
Use your teams energy to maximise your customer data. Everyone’s “data-driven” now. Sure they are. And yet most mid-sized businesses are sitting on years of customer data and using a fraction of it. It’s the gym membership of business assets — paid for, rarely touched, vaguely guilt-inducing. Here’s the maths that should annoy you. You’ve…