Marketing measurement and analytics | 021 Newsletter

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You don’t have a “data problem”
Five different marketing data issues companies face—from data quality to data activation—and how to tackle them.
 • 
Barbara Galiza
What I’ve learned writing 20+ case studies for dbt Labs
The data issues companies face, what drives them to change course and what can turn data teams into profit centres.
 • 
Barbara Galiza
How WeTransfer used a Growth Model to predict marketing ROI and identify biggest revenue opportunities
I helped WeTransfer build their first Growth Model. I cover why and how we built this model; as well as how it was leveraged by product and marketing…
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Barbara Galiza
Mastering Marketing Discrepancies: A Guide to Monitoring Paid Media Metrics
Discrepancies in attribution data are inevitable. This guide will walk you through the steps to effectively measure and monitor reporting discrepancies…
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Barbara Galiza
How to identify, measure, and spend on "difficult-to-track" marketing strategies
It's tough to track brand, video and newsletter ads—but that doesn't mean it doesn't drive results. We cover how to measure their ROI and unlock new…
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Barbara Galiza
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
1
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
 and 
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.
 • 
Barbara Galiza
Marketing measurement and analytics | 021 Newsletter
Marketing measurement and analytics | 021 Newsletter
Helping marketers make sense of data, from zero to one. Learn about marketing attribution, growth models, incrementality, and more.
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