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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Latest Issues
Recent posts by this newsletter. Browse the email archive.
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...
Client-side vs server-side for paid media: deciding what to use when
If you’ve looked into server-side tracking, you know the setup can be a pain. You need infrastructure, you need to configure server-side GTM, and you need to make sure client and server events don’t duplicate. Stape (our sponsor for this ed...
Talk me through your 2026 marketing plans
Every year around this time, someone on the team created a “2026 Planning” Google Doc and suddenly all the ideas that felt exciting in July show up at once.
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Authors
The writers behind this newsletter.
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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