Zebra's approach - combining accuracy and precision

The Marketer’s Dilemma

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

5 things I’d tell my corporate self

I’ve been lucky enough to have had a fantastic corporate career; I’ve spent over 25 years in commercial roles with some of the biggest and most iconic brands, so it’s no great surprise that I’ve learnt a lot along the way.

3 simple steps to combining Media Mix Modeling (MMM) with Incrementality Testing to unlock cost effective growth

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Kush Shah gives his insights in how he leads brands to marketing success by combining Media Mix Modeling (MMM) with incrementality testing to create effective and measurable marketing campaigns.

Top 3 reasons why operating model changes fail

Having a clearly defined target operating model (TOM) can be a critical component within an organisation's transformation journey. But defining a TOM, and changing it, is often fraught with complexity and friction.

Why everyone should hire an entrepreneur

In a corporate world that’s often cautious about unconventional paths, entrepreneurs can be overlooked in the recruitment process or seen as risky hires. At Zebra, we think this is a big mistake.

Has ‘trading’ become a dirty word?

On a macro level, business is a pretty simple process, isn’t it? Money comes in, you have bills to pay, and what’s left is your bottom-line profit. Of course, you know this — it’s business 101. But somewhere along the line, ‘trading’ seems to have become a dirty word. Unsexy at best, and a dying discipline as businesses grow.