Cases

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  Good Apple - Harvest Health Case Study Feb 2025

News

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  Good Apple: Scaling Analytics and Unlocking New Value With Dataiku | Dataiku

  Good Apple uses Dataiku to turn manual effort into automated workflows, accelerate attribution modeling, and scale customer segmentation — delivering high-value insights across industries.

  Dataiku, 05/09/2025

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  Leveraging Real-World Evidence to enhance media targeting for ultra-rare disease patients | by Sean Hood | ZS Associates | May, 2025 | Medium

  The process of identifying and targeting ultra-rare disease patients is fraught with challenges, learn how RWE can help.

  Medium, 05/01/2025

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  How TikTok search is changing the way Gen Z discovers brands

  Search is evolving beyond Google, with younger generations leading the way. In fact, 46% of Gen Zers prefer searching on social platforms over traditional search engines. The rise of short-form video has transformed how many people find answers, offering tutorials, reviews and demos that feel more authentic and nuanced than a list of blue links. TikTok's hands-on research method allows brands to tap into emerging search trends—from “haul” to “foodtok”—keywords they would never consider for Google.

  AdAge, 04/14/2025

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  Extra fingers, broken workflows and ‘too good’ work: ad execs’ AI teething problems | The Drum

  “The promise of AI-powered data visualization had us hoping for instant insights. But we quickly discovered the gap between algorithmic output and meaningful business storytelling. While we have tried using various platforms, and some have even been successful in plotting out the data, we’ve spent a lot of time only to find that the combined eyes of the analyst and media planner are still required to make the data speak to the intended audience. For instance, when presenting sales-trend data, AI could generate the chart but couldn’t identify which metrics deserved highlighting or when a different chart type would better reveal the pattern clients needed to see. For now, the human touch remains indispensable in transforming AI-generated charts into compelling narratives that resonate with clients.”

  The Drum, 04/01/2025

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  Why Marketers Need to Focus on Data Quality, Not Quantity

  The epiphany of the 2010s technological era was that people are streams of data. Likes, dislikes, families, friends, hobbies, jobs—everything that makes up a full life is just data awaiting capture, now amenable to all kinds of sophisticated techniques to maximize the likelihood of a desired action. In 2024, it’s rare that a corporation isn’t applying significant effort to dip its spoon steadily deeper into the river of consumer data. This unquenchable thirst for customer data is driven by the fundamental belief that more data leads to better data models, which can drive efficiency and more revenue. This, however, is false.

  Adweek, 10/17/2024

Clients

About

Good Apple combines sharp strategy with honest partnership and relentless follow-through. Our proprietary continuous loop ecosystem connects planning, activation, and measurement to keep media working smarter across display, video, broadcast, audio, and out-of-home, and all biddable platforms. Our integrated planning and buying team leads with data, adapts in real time, and simplifies the complex ensuring delivery on client business outcomes. Whether unlocking DTC growth, solving omnichannel puzzles, or amplifying impact, we deliver work that’s trustworthy, refreshing, and fast-moving. Clients don’t just like working with us - they rely on us. We don’t just optimize campaigns - we unlock momentum.

People

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  Al Muzaurieta

  Founder

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  Jenna Adams

  Co-Founder

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  Nedim Aruz

  Co-Founder

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  Hyun Lee-Miller

  Chief Media Officer

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  Courtney Johnson

  Chief Client Officer

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  Mark Sturino

  VP, Analytics

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  George Tarnopolsky

  VP, Programmatic

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  Erik Hamilton

  VP, Search & Social