Trees. Rivers. UFOs. Signals.
This is not another dashboard model. It is a way to think about where marketing insight comes from, how fresh it is, how defensible it is and how useful it can become.
Trees are the data you already use.
Trees are familiar, structured and rooted in performance. They include the metrics most teams already use to understand what happened.
- Clicks
- Comments
- Conversion
- Cost
- Likes
- Reach
- Shares
Trees tell you what happened.
Rivers are the signals behind the numbers.
Rivers flow through culture, cities, behaviour, public spaces, citizen reports, environmental conditions, infrastructure, movement and unexpected places.
- City Smells
- City Sounds
- Light And Shadow
- Pollution Patterns
- Public Reports
- Transport Friction
- Waste Patterns
Rivers help explain what may be shaping behaviour.
UFOs are the signals you cannot explain yet.
Unexpected, fleeting, odd. Strange data that sits outside the usual dashboard, but may point to something worth investigating.
UFOs are not the answer. They are often the first better question.
The best insights are not just interesting. They must be useful.
A strong insight should be applicable, defensible, measurable, scalable, task-relevant and understandable.
This page is the teaser. The full method, source library, classification logic and workshop process are available on request.