Marketing measurement and analytics | 021 Newsletter
Barbara Galiza, Sarah Krasnik Bedell, Pranav Piyush, Mike Currey, David LorisHelping marketers make sense of data, from zero to one. Learn about marketing attribution, growth models, incrementality, and more.
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
Dynamic URL (UTM) parameters: what are they, why you need them and how to implement
Most marketing teams build UTM parameters manually, campaign by campaign. This creates typos, inconsistent formatting, and reporting gaps.
When marketing tracking breaks: my process for troubleshooting conversion events
First of all, I wanted to thank Yuval Inselberg (Infera Labs, ex-Meta), Milan Rudez (Smarly.io), Ofer Milller (TestGorilla), Alice Bedward (Insify) and Brijesh Bharadwaj (Segwise) for giving feedback to this article!
"Some personal news"
Welcome to an atypical edition of 021 Newsletter. There’s no marketing measurement advice today, just some personal news and a request. (Because surprise: I need help.)
Do You Still Need an MMP in 2025? Attribution alternatives for measuring paid campaigns in a post-ATT world
First things first, I’d like to thank Thomas Petit (ex-RevenueCat, Deezer), Lucas Moscon (Appstack, RevenueCat), Leonardo Ubbiali (ex-Moonpay and Babylon), Daniel Ferreira (Artefact, ex-Publicis), and Igor Castanho (ex-Olist) for reading dr...
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Authors
The writers behind this newsletter.
growth/data freelancer
GTM, analytics, builder, & advisor. Growth marketing @ Prefect, prev. lead data engineer @ Perpay. BA Johns Hopkins, MS Northwestern.
CEO, Paramark.com
A passionate B2C performance marketer with a diverse background in channels including content, influencer, search, display, deals, email, direct mail, print, OLV, OTT, and pay-per-call.
Data Scientist specialized in Marketing
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