noētico lab

Data meets strategy. Intelligence meets diagnosis.

[noētico lab @noeticolab]

Wrote about this in full for noētico lab:
>Why this gap exists structurally
>Why the data scientist doesn't close it alone
>What three inputs a defensible decision actually requires

Real cases: Netflix, Applegate, Discord, ASOS, Airbnb
→ https://t.co/kmZLc6yW17

[noētico lab @noeticolab]

I was running Google Search for a SaaS platform.
The dashboard said: healthy campaign. The regression said: the audience is wrong.
Same keyword, two totally different users. One was the market. One wasn't.
We fixed it. Almost made it worse.
🧵

[noētico lab @noeticolab]

Because causal reasoning requires a theory of mechanism brought to the data — not extracted from it.

[noētico lab @noeticolab]

The funnel reports an outcome.
It has no opinion on causes.
New piece on what happens when an observation instrument gets mistaken for a diagnostic one, and what changes when you start from a different question.
https://t.co/TJUEKapD40

[noētico lab @noeticolab]

The marketing funnel was invented in 1898 to teach door-to-door salespeople how to close a single deal.
One salesperson. One prospect. One call.
That object is now the planning architecture of your entire media budget.
🧵

[noētico lab @noeticolab]

Romaniuk: funnels are misleading, irrelevant, and futile.
Tom Roach: "cockroach of marketing concepts."
BCG 2025: forcing consumer paths into linear models "risks missing opportunities."
The industry's response was to launch another campaign objective category.

[noētico lab @noeticolab]

The missing character: the trained practitioner who knew the frameworks, sat in rooms where evidence got overruled by tenure, and quietly stopped fighting. Competence as private property. Rigour as a hobby. Full essay: https://t.co/euIbCvvqAs

[noētico lab @noeticolab]

The Ritson-Scaman marketing rigour debate had a third corner. Nobody was in it. Thread on the character both sides missed, and what the profession's real problem actually is. 🧵

[noētico lab @noeticolab]

The Ipsos study was co-designed by Ritson. It measures familiarity with a canon he teaches. Its conclusion: the industry needs more formal training. Which lands exactly where his course sits. Scaman named the conflict of interest. The industry argued about personalities instead.

[noētico lab @noeticolab]

Most brands have a diagnosis problem. And not a campaign problem.

They confuse audit with diagnosis, reporting with understanding.

The gap between the data they collect and the decisions they need to make is widening every year.

New essay → https://t.co/5HsGx3HrUV

[noētico lab @noeticolab]

If you’ve ever sat in a performance review knowing the real problem never made it into the conversation, this is for you 👇
https://t.co/Hw5ZdLmKsD

[noētico lab @noeticolab]

There’s a meeting that happens inside most companies every month.
The numbers are bad. The deck is long.
And the only thing that changes is a CPA target.

[noētico lab @noeticolab]

I wrote about how this accountability vacuum forms between executives, agencies and their incentives, and what leaders can actually do to escape it (without just yelling “better KPIs!”).