Weekly: a short check on spend and delivery. Monthly: results against goals and what you will change. Quarterly: the bigger picture and…
Analytics
Company growth with strategy
Many analytics setups start in the wrong place. Someone installs a tracking tool, adds a few events, and hopes useful insights will…
Most marketing teams do not have a shortage of numbers. They have too many. When everything is tracked and reported, it becomes…
Tracking problems are much easier to prevent than to fix. Once a site is live and data is flowing, gaps and errors…
UTM parameters are the short tags added to the end of a link to tell your analytics tool where a visit came…
Many dashboards are built with care and then ignored. They are too busy, too slow to load or too hard to understand.…
Attribution is the question of which marketing activities deserve credit for a result, such as a sale or an enquiry. It sounds…
A/B testing compares two versions of something, such as a landing page or an email subject line, to see which performs better.…
Incrementality asks a simple question: what happened because of our marketing that would not have happened otherwise? It sounds obvious, but many…
Marketing depends on data, and data about people comes with responsibilities. Privacy laws differ between countries and regions, and they change over…