ai Customer-Review Analysis The scenario: An online outdoor-gear shop has more than 2,000 customer reviews spread across its store platform, Google, and two marketplace listings. The owner has read plenty of individual reviews, but never had the time to examine the…

How to Test a Marketing Channel With $100 A few months ago, a friend of mine who runs a small candle-making business out of her garage asked me a question I couldn’t answer with confidence: “Which marketing channel should I…

Traffic But No Customers Elena runs a small, mostly self-taught skincare line called Birchmark, sold entirely through her own website out of a rented studio space above a laundromat. About a year ago, she reached out to me in what…

Marketing Experiments With Almost No Budget Priya bought her taco truck, a rusted-around-the-edges 1998 step van she renamed Salt & Lime, with almost every dollar she had. She told me this sitting on the truck’s back step during a dead…