The metrics of maybe
Marketing Week, October 2022

The pursuit of a marketing effectiveness culture sounds sensible. But is it?

Marketing by numbers
Marketing Week, November 2019

Are marketers using the right metrics but drawing the wrong conclusions?

The measure of a marketer
Marketing Week, June 2019

How do you measure creativity without dampening it? Welcome to one of the toughest facets of marketing

Measuring in vain
Marketing, February 2013

What are ‘vanity metrics’ and how can we avoid them?

The beautiful truth
Marketing, May 2012

Data visualisation is an amazing tool, but we must not value aestheticism over truth