021 Newsletter

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How to audit a company’s marketing analytics infrastructure (+ a checklist to do it yourself)
We cover the different types of data assets that should be audited, when and how often you should do audit them and what you should have in hands at the…
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Barbara Galiza
Launching 021 Newsletter, on marketing data
Covering how marketers can best leverage data; from measurement to strategy.
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Barbara Galiza
Measuring Incrementality in Performance Marketing: The Key to a Confident CAC
With new privacy legislation and features, attribution by itself doesn’t cut it. We cover how to measure paid campaigns' performances with…
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Barbara Galiza
How to Create, Maintain and Use a Testing Roadmap
A maintained testing roadmap should help you achieve high testing cadence, define actionable next steps and communicate insights to the relevant…
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Barbara Galiza
Unlocking Insights with Paid Media Testing
We dive into how to use split-testing on performance marketing to uncover insights on your audience and validate acquisition initiatives.
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Barbara Galiza
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Why you need less metrics, but more segments
By segmenting your users or leads by source, audience and messaging, you generate learnings for your overarching marketing strategy.
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Barbara Galiza
Measuring and Optimising Brand Awareness Campaigns with Attention Metrics
We’re all tired of measuring brand awareness campaigns with bogus metrics like CPM and Reach. Could “Attention Metrics” be the solution? We break down…
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Barbara Galiza
Using Google Analytics as a starting point for marketing analysis
No one loves Google Analytics, but it provides fast and valuable insights when getting started with a new client. We cover what metrics and dimensions…
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Barbara Galiza
Data Discrepancies in Marketing Sources: what they are, why they happen and what to do about them
Discrepancies between marketing sources can undermine trust in the data and lead to unnecessary investigations. Is it important for data sources to…
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Barbara Galiza
How to Get Attribution Right: The Minimum Data Requirements For SaaS
If you can’t tell which marketing activities are bringing revenue, you can’t grow. In this article, I’ll show how I helped a SaaS company set up their…
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Barbara Galiza
Five Ways to Grow Through SEO That Are Not Content Marketing
How brands like Shopify, TripAdvisor, Veed generate quality organic search traffic
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Barbara Galiza
How I prioritise for growth & the cost of postponement
Certain activities — SEO, funnel optimisation, attribution — are a ticking clock. Why should you work on them sooner rather than later?
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Barbara Galiza
021 Newsletter
021 Newsletter
Helping marketers make sense of data, from zero to one.

021 Newsletter

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