021 Newsletter

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Measuring incremental impressions, clicks and conversions for Paid Search (Methodology + Google Sheet Template)
Paid Search has a risk of “cannibalising” Organic Search. I cover how to measure incrementality for this strategy. (Includes Google Sheet Template)
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Barbara Galiza
The consequences of privacy features and regulations for consumers
Ever since Apple rolled out ATT I’ve been asking friends to click “allow tracking”. In this article, I explain why—like I do to my non-marketing…
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Barbara Galiza
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When to use click attribution or Marketing Mix Modeling (MMM) for campaign measurement
Should you throw your ad platform reporting out of the window and migrate to MMM? We cover how two different types of attribution work and how to get…
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Barbara Galiza
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Pranav Piyush
How to Improve Paid Media Analysis and Performance with Naming Conventions
Naming conventions enable you to 1) join disparate data sources, 2) segment reporting; and 3) create audiences. We cover their benefits and best…
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Barbara Galiza
How do audit a company’s performance marketing campaigns
Paid media needs a lot more than just tweaks for optimal results. We cover what should be investigated during a performance marketing audit and how to…
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Barbara Galiza
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
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
021 Newsletter
021 Newsletter
Helping marketers make sense of data, from zero to one.
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databeats newsletter 🥁
databeats newsletter 🥁
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021 Newsletter

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