Marketing analytics, one practical article at a time
Hands-on guides for measurement, segmentation, dashboards, data operations and privacy. Filter by topic to find what you need.
Showing 10 of 10 articles
Data Storytelling for Stakeholders: From Charts to Decisions
A dashboard shows numbers. A story explains what they mean and what to do next. Here is a structure that works.
Survey Data for Marketers: Designing, Collecting and Using It Well
Behavioral data tells you what people do. Surveys tell you why. Here is how to design and use them without fooling yourself.
Looker Studio Dashboard Tips: Faster, Clearer, More Trusted
Practical habits for building Looker Studio reports that load quickly, read clearly and keep their numbers consistent.
Marketing Mix Modeling Basics for Non-Statisticians
MMM is having a comeback. Here is what it actually does, what data it needs and how to read the output without a statistics degree.
Cookieless Measurement Options: What Works and When
Third-party cookies are no longer a reliable foundation. These are the measurement approaches that fill the gap, with their trade-offs.
Cleaning a CRM in a Weekend: A Practical Sprint Plan
You do not need a six-month project to make your CRM trustworthy again. A structured two-day sprint gets you most of the way.
RFM Segmentation Explained: A Step-by-Step Guide
Recency, frequency and monetary value: the simplest segmentation model that still drives real lifecycle decisions.
Server-Side Tagging Explained: Core Concepts for Marketers
What actually changes when tags move from the browser to a server you control, and what does not change at all.
GA4 Events vs. Key Events vs. Conversions: A Clear Explanation
Events, key events and Ads conversions sound similar but serve different purposes. Here is how they fit together and how to plan them.
Building a KPI Tree: From One Goal to Daily Metrics
Turn a single business goal into a structured map of drivers so every metric on your dashboard has a parent and a purpose.