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You have the framework for your new career. You have the commands to master your new tools. You understand why your role must evolve beyond automatable tasks. You know how to write prompts that get results. This will only get you so far. Using an LLM for one-off tasks is like putting a Formula 1 […]

‘InsightOS’: Stop Prompting, Start Partnering

AI, Analysis

July 30, 2025

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We ended our last series on brand strategy with a declaration. The analyst is the Guardian of Objectivity. Your role is to ground strategy in fact. To be the firm, dispassionate voice of data in a world of intuition and opinion. That role is critical. But it is no longer enough. Objectivity without foresight is […]

AI Is Coming For Your Tasks, Not Your Job

AI

July 16, 2025

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In our last newsletter, “Beyond Instinct: Measuring Brand Equity,” we explored the meticulous, data-driven work of building and quantifying brand value. We celebrated the long-term discipline required to cultivate trust, loyalty, and a powerful market presence. But what happens when that carefully built equity is suddenly engulfed in a firestorm? A brand crisis is not […]

Crisis Command: Navigating the Storms That Define Your Brand

Brand Strategy

July 2, 2025

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Last week, we looked at the cautionary tales of brand extensions — the “Bad” and the “Ugly.” We saw how even strong brands can dilute their equity and confuse their customers by stretching too far, too fast. That raised a critical question: If ill-conceived extensions are a trap, what does healthy, long-term brand growth look […]

The Relevance Paradox: Why Staying The Same Is As Risky As Changing

Brand Strategy

June 18, 2025

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In the relentless pursuit of growth, the siren song of the brand extension is hard to ignore. Leveraging your hard-won brand equity to launch new offerings seems like the smartest play in the book. But not all growth is good growth. A successful brand extension isn’t just a good idea; it’s an idea that survives […]

Stretch Smarter: Your Guide to Brand Extensions

Brand Strategy

June 4, 2025

Kevin is a highly regarded Associate Teaching Professor at the University of Notre Dame and brings years of experience in industry leadership as Google’s Chief Analytics Strategist and FCB’s SVP Director of Strategic Analytics. His unique background allows him to effectively guide students in honing their analytical abilities, utilizing a blend of creative thinking and data-focused analysis. Kevin is a six-time winner of the Advertising Research Foundation Ogilvy Award and author of the best-selling book 'Digital Marketing Analytics: In Theory And In Practice'.

Meet your instructor, Kevin Hartman

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