Marketing measurement and analytics | 021 Newsletter | Barbara Galiza | Substack

The choices that determine whether your MMM (Marketing Mix Model) actually works

The hardest problem in MMM isn’t the model. It’s the decisions you make before running it. Raunak (Senior Manager, GTM Analytics @ Intercom, ex-Stripe…

Jun 16 • Barbara Galiza

Direct and organic should not be channels in your attribution reporting

I cover why that's my take, and how to reattribute that traffic

May 19 • Barbara Galiza

Your conversion event is not a tracking task: 9 rules to help ad platforms find your best customers

Meta and Google have taken over targeting and bidding. Here's how to structure the one signal that still determines what they optimise toward.

Apr 16 • Barbara Galiza

Triangulated attribution: using rules to eliminate biases in click-based MTA

Multiple evidence streams (incrementality, self-reported attribution) can help make MTA reporting "closer to reality"

Mar 24 • Barbara Galiza

The underrated power of post-purchase surveys and how to implement them

In this article co-written with Eric Boissonneault, we cover how to calculate paid media ROAS based on HDYHAU survey answers.

Feb 24 • Barbara Galiza and Eric Boissonneault

Marketing measurement and analytics | 021 Newsletter

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