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.
| Platform |  | Pricing | Only free issues | Publishes | Monthly |
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The choices that determine whether your MMM (Marketing Mix Model) actually works
First things first: This article was co-written with Raunak Kumar. He has built and operated MMMs in-house across product-led and sales-led growth environments at leading tech companies like Intercom, Stripe and Atlassian working at the int...
Direct and organic should not be channels in your attribution reporting
Most attribution reports show a clean breakdown of where traffic came from. The problem is that a significant chunk of that breakdown is either wrong or unactionable.
This article covers why direct and organic are often channels you can’t...
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...
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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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