Analytical Alley

19/02/2026

Turundusjuht peab finantsjuhiga rääkima investeeringu ja tasuvuse keeles. Turundusjuhi roll ettevõtte juhtimises sõltub sellest, kas ta suudab oma tegevust põhjendada investeeringu ja tasuvuse keeles. Saates „Password“ arutlevad Initiative’i juht Indrek Soom ja Analytical Alley juht Tanel...

13/02/2026

As we are approaching towards the most 🩷 special day 🩷 of the year, here are few statistical fun facts* for you. Take it as a Valentine's present from us, if you will 🦄

🩷 February 14 has a 100% chance of making someone say, “Wait… that’s today?”
🩷Purchase intent increases by ~300% when the phrase “last chance” appears in the subject line.
🩷 Chocolate has the highest emotional ROI of any Valentine’s gift (flowers are volatile assets).
🩷 Roses experience extreme seasonal inflation, outperforming S&P500 for exactly one week.
🩷Gift satisfaction correlates strongly with effort, but only loosely with price.

*emphasize on the "fun". Please do not take it 100% seriously (contrary to your love life 😎)

03/02/2026

Marketing Mix Modelling is something that we have been writing about since the start but what is this sorcery that makes businesses grow? 🧙🏼

So back to basics - what is Marketing Mix Modeling ( )? 🤔

It's a statistical approach used to understand which marketing activities actually drive sales, and by how much.

Unlike last-click attribution, MMM looks at all channels together (digital and offline) and separates base demand (what would happen without marketing) from the incremental impact of each channel.

By analyzing historical data, MMM helps teams:
✨identify true ROI
✨reduce wasted spend
✨plan budgets with confidence
✨make long-term, defensible decisions
✨ predict marketing campaigns outcome
In a world with less tracking and stricter privacy regulations, MMM provides a holistic, privacy-safe way to measure marketing effectiveness. 🦄

26/01/2026

Our aim is not to open up your organizations' Google Analytics and say that you should try better next time. 💬

Our end goal is to add every investment you have made in the last year or two into a model and run it through data scientist to see
🪐 what works
🪐where it works
🪐how it will work better

We come back to you with clear qualitative results that will correlate into real 💸

26/12/2025

On behalf of our whole team, we are wishing you happy holidays! ✨

Enjoy time with your close ones and see you in 2026! 🎆

11/12/2025

Horror story scarier than budget cuts? ❤️‍🩹

The sentence "We don't know how much PR and branding gives us revenue".

The good thing? We have a solution. 📩

13/11/2025

Everybody wants to know what we would do if we didn't win. I guess we'll never know 💥
1ST 🥇PLACE IN QUANTITATIVE DATA USAGE 🎉

🏆 Our aim was to increase media ROI by 15% & replace intuition with precision. The reality? Our systems allowed Perlas Network optimize channels that previously seemed incomparable and directly translating insights into improved media efficiency of 20%.

Well done Karīna & Timm 💖 Whatever you do, you are doing it reallllly well!

Thank you Turundajate Liit for the recognition & Perlas Network, Open Initiative Lithuania for the teamwork 🤝

28/10/2025

🤝 Glad you joined us, Estere!

The freshest face from down south 🇱🇻 just joined our Customer Strategy Managers crew and safe to say - we are thrilled! Here is what we know so far about Estere:

✨ Wants to try out (and succeed!) every sport possible. Surfing and wakeboarding were just added to the list ✅
✨Loves spicy food. Jalapenos? Yes! Indian food? Absolutely yes! 🍛
✨Counting days until Christmas 📆 Because decorations, christmas movies, christmas songs, christmas everythinnnngg! 🎄🎅🏻

We wish you nothing but success 🫶🏻

22/10/2025

🇫🇮 Greetings from Helsinki!

Part of our team wrapped up a productive trip up north (super disappointing it not being The North Pole🎅🏻), where we’ve been deepening ties with some fantastic Finnish agencies. ✨

One thing that stood out clearly:

👉 In Finland, agencies and brands truly embrace strategic marketing, especially during challenging economic times. Rather than pulling back, they view slower markets as a key moment to double down on smart, data-driven decisions that position them for success when the economy rebounds.
It’s a mindset we deeply respect and one that’s already paying off for those ahead of the curve.

Tougher markets aren’t a time to pause, it’s a time slot to plan, optimize, and sharpen your edge.
We’re excited about the partnerships forming in Finland and to combine this nordic power. 🤝

15/10/2025

🔮 Imagine if perfect media mix for a successful marketing campaign is only one click away from you? We are here 🎯

https://youtu.be/VlPVAJWp15k?si=GIwXr4vlNO33jQ5j

21/08/2025

👇🏼👇🏼👇🏼

Kuidas mõõta turundust nii, et see päriselt ärile väärtust looks?. Turunduse edu ei peegeldu ainult tuntuses või nähtavuses meedias. Brändi kasvatamine ja äriline mõju nõuavad täpsemat analüütikat, õigete mõõdikute valikut ja ostjate arvu suurendamist. Password, INITIATIVE OÜ, Ind...

12/03/2025

🪩 It has been a true birthday fest at Analytical Alley! 🪩 What can you do - true legends are born in March (📸 of proof added). As a compulsory addition to birthday wishes, here are some things that make Karl Villem, Karl Mattias and Marit perfect pieces in our puzzle.

✨ Karl Villem never goes off-brand: always calm, always happy, always polite
- Award for the most easy-going team member and lights up the room immediately
- "Go-to person" for many of us, if it's for work, if it's for the laughs of just chit-chat
- Has played 🎺 for 24 years. It’s longer than some of our teammates have been alive…
- Is an undercover rap artist. In parallel word he would have been a 🔝 rapper in 90s scene.
- Holds the current 🥇 for the largest media variable count in Alley.

✨ Marit, our fairy godmother and in-house Google
- Never mediocre: after 💯 of work comes 💯 party and then 💯 appendix operation (yes, no typos here)
- Knows everything about anything and always ready to cover her arguments with straight facts
- Probably made her first data collection after her first birthday. 🐣 Sees bigger picture even before it exists and those things you cannot learn.
- We've never seen a person who is accidentally funny. All the time.
- Institutional treasure and the core member of data team. 🧚🏻‍♀️

✨ Karl Mattias, proud member of "Did you watch that 🎾 game yesterday?" club but also
- Is the first one to read out monthly horoscopes to everyone. We haven't put finger on it yet, if it's ironically or not. 👀
- Dynamic duo with Tanel. Yes, they work as a charm separately but turn into a perpetum mobile if together. ⚙️
- Goes above and beyond for the team. Checks on everyone's work/life balance, goes into trenches to find answers to questions, asks everyones opinion during meetings and never diminishes feelings. 🫶🏻
- Can talk about 🐶, bread making, 🏎️ and sports in a span of one hour and casually drops "I read about this the other day" after that.

We wish you an amazing day! 🌸