The Commercial View

September 10, 2018

You had me at hello part II: identifying patterns in your data

In my previous blog I showed two simple yet powerful tools to visualise data. The first one was getting rid of your distractions. This is always good advice. The second […]
August 20, 2018

Ritson, Sharp & brand perception: some arguments to cool down a bit

Some marketing activities are so engrained in the system that any sceptical inquiry is considered sacrilegious. Segmentation is such an activity. So is tracking NPS. Anyone […]
May 30, 2018

The Yin & Yang of data driven decision making

We have made exceptional progress in analytics over the last decade. I observe, however, a serious risk: too much trust in data and models. An ode […]
April 19, 2018

Data driven decision making: fifty shades of gray

Input from marketing intelligence can be incredible valuable, but it will never tell you wrong from right. We tend to hide this uncertainty and turn shades […]