The Twelve Errors of Mar-Tech

If you’ve been an avid reader, you might notice things look a little bit different around here. Welcome to our new website! We hope you like it as much as we do. It’s been an incredibly tough year, but we are lucky to serve our customers doing two things with you: Get your data to … Read more

Our Marketing Attribution in Practice

To be useful, marketing attribution must be practical. That’s why we’ve built entire sample real-world case studies to showcase our service. What do they include? Complete raw datasets – customer site behavior, customer sales data, fiscal calendars, promotions, even sample marketing & media flight information. Over the course of the next few blogs, we will … Read more

Fix Analytics & Data Science: Analysis Should Be Practical

Our marketing attribution philosophy is: Attribution Should Be Practical. Starting today, let’s extend this philosophy to everything you do in measurement and analytics. Every analysis should be practical. I received a request to blog about the wake many martech platforms leave. Discretion being the better part of valor, I’ll share some stories, but keep the … Read more

An Entrepreneur’s Morning Routine: Squarespace & Media Waste

Seeing how popular they are online, I figured I’d write yet another blog post about an entrepreneur’s morning routine, small business life, and Squarespace. Okay, so maybe my version will be a little different. Anyway, I do want to start with my morning reading from a few days ago. I was trying to catch up … Read more

Part 3: Omnichannel Attribution In Theory and Practice

TL;DR – Already dig our approach? Learn more about the features of our managed attribution service by skipping here. If you enjoy a silly story, or are intrigued by a measurement and attribution philosophy completely different than what you’ve seen before – read on! Consider the cupcake. One morning, Daisy’s mother brings this delicious looking … Read more

More KPI Catastrophes & How To Fix Them

“What’s your goal or target Cost-Per-Acquisition?” — Every Marketing Platform How does anyone answer that question? Aren’t we always striving to get as many customers as possible, for as little $ investment as possible? There’s always something hollow about answering that question — “target given what?” Maybe a better question is this: “What’s your business … Read more

Practical Attribution – Bonus Snippet

A few months ago I promised three parts to the blog series on how Attribution should be practical. We’re putting the finishing touches on part III, but before that’s done I couldn’t resist adding another short snippet. Consider this 2.5? You’ve probably heard this wisdom before: “Measure twice, cut once.” — Ancient Carpenter’s Proverb We … Read more

Fix Your KPIs: Trash The Funnel

Marketers, sellers, and operators grow frustrated because of issues with Key Performance Indicators (“KPI”s). They should be: most marketing and sales strategy models are built on outdated financial frameworks. These stifle the impact of marketing and sales and hurt the entire business. What is wrong with the marketing & sales funnel framework? It’s sometimes criticized … Read more