Perspectives
12 articles on data, marketing analytics, and AI -- by Reshma Shah
01
Data leadership: what I learned building analytics teams from the ground up
Hard-won lessons on hiring, culture, and building analytics teams that deliver at scale.
02
How modern MMM guides smarter marketing investment decisions
Why Marketing Mix Modeling has re-emerged as the gold standard for spend efficiency.
03
Not all conversion drops are performance issues: understanding mix rate effect
04
Fintech in the age of AI automation
05
Measuring SEM effectiveness: Part 2 -- data & tracking
06
Measuring SEM effectiveness: Part 1 -- attribution & incrementality
07
Marketing in the age of AI automation
08
Multi-touch attribution: what it is, why it's hard, and how AI can help
09
The future of privacy-friendly advertising: keeping it simple & effective
10
Mastering data storytelling: why and how to dive deeper into analytics
11
A comprehensive guide to A/B testing & experimentation
12
Tackling foundational challenges in ad space: lift solutions and conversion improvement