Marketing measurement and analytics | 021 Newsletter
Barbara Galiza, Eric Boissonneault, Aditya Puttaparthi TirumalaHelping marketers make sense of data, from zero to one. Learn about marketing attribution, growth models, incrementality, and more.
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Direct and organic should not be channels in your attribution reporting
A short note before the article: this Thursday (May 21st), we’re hosting a webinar on signal engineering for data professionals. If you’d like to learn more about designing ad platform conversion events, then don’t forget to register here....
Your conversion event is not a tracking task: 9 rules to help ad platforms find your best customers
When I audit a client’s paid campaign setup, I ask the same question first: what conversion event are you optimizing toward, and why?
Most of the time, the answer is something like “we’re using signups” or “we fire on form submission.” And...
Triangulated attribution: using rules to eliminate biases in click-based MTA
Closing the gaps of multi-touch attribution
Multi-touch attribution (MTA) promises to solve the “who gets credit” problem by looking at the entire customer journey. In practice, it creates a different problem: every system builds those...
The underrated power of post-purchase surveys and how to implement them
First things first: this article is written with Eric Boissonneault. He’s the founder of Systematik, a data consulting agency that acts as an external data team for mid-market e-commerce brands such as Good Ranchers, Axon, Galls, and First...
Using AI to generate insights and actionable next steps from MMM data
First things first: this article is co-written with Aditya Puttaparthi Tirumala. He’s Principal Data Scientist at Zillow, leading R&D in Brand and Marketing Data Science. His team builds AI-powered measurement systems using ML, MLOps, and G...
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growth/data freelancer
I help ecommerce operators turn messy data into clarity. Founder of Systematik, an external data team for $10M+ ecommerce brands. This Substack covers data strategy, measurement, and decisions that drive growth. No tools hype. No useless dashboards.
Data Science Leader at Zillow driving R&D in Brand & Marketing Data Science. Builds AI-powered measurement systems with ML, MLOps & GenAI. Marketing measurement expert partnering with leaders on strategy and experimentation.
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