Structuring

Structuring paid search campaigns: Segmentation vs. aggregation

Structuring paid search campaigns can be an iterative and subjective process, and the path to an “ideal” structure is often paved by best practices and tactical preference. The ultimate goal, however, is achieving a structure that allows for optimal end-user experience while rapidly gathering sufficient data to make informed, efficient optimizations at scale. Marketers have a myriad of …

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How To Trigger Innovation By Structuring For Diversity

Diversity is a critical input for innovation. Variety of talent, thought, experiences and ideas is the fuel and force that makes innovation possible. Yet many companies are not wired to foster diversity and are riddled with practices that actively impede it. One of the most pronounced workplace biased is a gender imbalance that favors men. …

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