Mariam Benmoussa

UTM Parameters Explained

Gone are the days when brands will let you get away with putting millions of dollars into advertising without showing measurable results. As a digital marketing professional, I have worked with a wide variety of brands from different industries and countries each with different needs, objectives, and markets. Throughout my experience, I’ve learned that the one […]

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lying with statistics

Lying with Statistics: A Primer for Marketers and their Clients

   “If you can’t prove what you want to prove, demonstrate something else and pretend that they are the same thing” These words of wisdom were imparted by author Darrel Huff in a quaint little book called “How to Lie with Statistics”, published in 1954. Huff’s book introduced readers to statistics and their misuse in day-to-day […]

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