DATACRAFT

This articles was originally posted on LinkedIN in January 2026: https://www.linkedin.com/pulse/leading-indicators-third-class-marketing-metrics-we-rarely-lucey-dhndc I spend a lot of time thinking about metrics and how to extract the most useful information from them. I’ve also been thinking about how the same questions keep going unanswered not matter how much data we collect.   What’s the value of awareness? Is brand actually doing anything? Why can’t the data clearly answ

This article was originally published on LinkedIn in November 2025: https://www.linkedin.com/pulse/expanding-how-we-understand-customer-behavior-from-funnels-lucey-odxrc Funnels are familiar, practical, and deeply embedded in how marketing teams think. They present a clean, structured story: start with a wide top, narrow steadily, and arrive at a final conversion point. That logic is comforting. It's easy to understand. It suggests predictability — a steady pace of narrowing

This article was originally published on LinkedIn in November 2025: https://www.linkedin.com/pulse/rethinking-roas-why-linear-attribution-failing-modern-jason-lucey-cmqxc I recently attended a presentation where the speaker made a familiar claim: Return on ad spend (ROAS) has problems, but   their   version of ROAS was better than everyone else’s. It was a polished pitch—but it also highlighted how deeply the industry has doubled down on a premise that is fundamentally flawed