Chief Product & Technology Officer
Tom was Chief Data Scientist at Inscape and MarketCast. He founded data ventures later acquired by GfK, Ericsson, Verimatrix and MarketCast. His expertise includes AI, data fusion and measurement.
ExpertiseSurvey technology, data science and research automation.
LinkedIn : Tom Weiss (opens in a new tab)51 published articles · Page 1 of 6
Marketing mix modeling returned because tracking-based attribution lost its reliability. But MMM tells you what moved, not why. A fast survey layer fills the gap.
Read article: MMM Is Back. Here's the Survey Layer It's Missing.Confirmit, FocusVision, and Decipher became Forsta, then part of Press Ganey, and are now part of Qualtrics. Follow the ownership timeline and the questions to ask if you run studies on these platforms.
Read article: What Happened to Confirmit and Decipher? The Forsta and Qualtrics TimelineRegulators have spent two years forcing the location-data market into retreat. If your targeting or measurement assumes that signal will hold, it is time to add a more durable read.
Read article: The Location-Data Cliff: When Your Targeting Signal DegradesAn illustrative production-only comparison of $20,000 and $4,150, with reproducible task totals, sample exclusions, and a separate explanation of current quote-based platform pricing.
Read article: What a Standard Study Actually Costs, and Where 80% of It HidesCalculate research allocation CPM with a hypothetical campaign budget, distinguish quoted study fees from program spend, and evaluate return separately.
Read article: Research Program Costs in CPM: An Illustrative Campaign BudgetMulti-touch attribution doesn't just have gaps. It has a direction. It systematically over-credits the channels it can still see, and that bias is steering your budget.
Read article: Why Your Attribution Model Over-Credits What It Can Still SeeAgencies are caught between clients who want more for less and a cost base that won't bend. The trap is real, and it isn't your team. It's the legacy way of working.
Read article: The Squeeze: More Studies, Faster, for Less, and the Way OutAnalytics records actions and conversions, but asking non-buyers can reveal objections, alternatives, and reasons that their observed behavior does not explain.
Read article: Know Your Non-Converters: The Audience Your Pixel Never SeesCompare illustrative quarterly and continuous tracker budgets, correct respondent totals, and assess cadence, uncertainty, and the actual $200,000 versus $93,600 worked scenario.
Read article: Replacing a Quarterly Brand Tracker: Costs, Cadence, and TradeoffsMost ad-effectiveness teams treat exposure history as something to join in after fieldwork. That's why their lift studies measure averages instead of dose, recency, and decay.
Read article: Exposure Analysis Belongs in the Survey, Not After It