Monthly Archives: February 2012

Is ROI the analyst’s greatest frienemy? 7

In the world of marketing and business, it’s all about ROI, right? Well, not if you want to understand what is happening and what you can do about it. Extremes are our enemy. Typically, we get tangled in the extreme of over-complication. We want to run statistical analyses, regressions, econometric models, and the like on […]