About

Killer Creek Marketing Analytics is an idea I had a few years back.  It seemed to me there should be a way to merge the best economic analysis with the sort of time and data constraints most companies have to manage.  Too often, analytics firms will get carried away with their models, focusing only on the model rather than the business decision the model is supposed to be informing. It’s great to find a special variable explaining the effect the weather will have  on retail sales — but is it really a useful insight?

On the other hand, a lot of what passes for analysis hardly deserves the term. Everybody’s seen it: attempt to explain some performance fact by a sequence of other facts, stopping as soon as some plausible discovery will get everyone to quit asking questions. Not good.

What Killer Creek uniquely brings to the process is a strong background in economics and lots of experience using that background directly to address the marketing question at hand. We begin with marketing hypotheses and build analytics to answer those specific questions.  We focus on the question you want solved — that dictates the analytical approach we use. Sometimes, the tool we need to answer the question really is a cutting-edge statistical model; your needs determine our solution methodology.

Look through our blog and review our work to see what we mean.  Killer Creek delivers valuable insights to help you make the best decisions, whatever the circumstances.