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Have you ever wondered how much of a company's advertising budget is wasted on fake internet traffic? The numbers are staggering, and quantifying them is becoming a critical business challenge.
Companies that eliminated marketing during the pandemic and then publicly celebrated the absence of any immediate revenue drop were, in effect, living on borrowed time. The structural reality is that a reasonably robust B2B marketing program carries a hangover effect — roughly a year to eighteen mon
Between November 2019 and February 2020 — weeks before COVID-19 registered as a public crisis — Proof Analytics began flagging an anomalous, non-seasonal decline in the performance of in-person events for Johnson Controls. The data offered no explanation, only a signal: something was wrong. Trusting
A confrontation with then-HP CEO Mark Hurd over marketing's inability to prove its value sent Mark Stouse home one Friday to excavate old university math textbooks from his garage. A non-mathematician by training, he was searching for a defensible answer to a straightforward question: what is market
The origin of Proof Analytics is not a tidy founder story — it begins with wounded professional pride. Working at HP, Stouse grew increasingly frustrated when business leaders dismissed marketing as a cost centre that couldn't demonstrate measurable return. His response was not to argue back but to