A newsletter on all-things-marketing data

Welcome to 021 (read as ā€œzero-to-oneā€) newsletter! Here, we cover ā€œeverythingā€ thatā€™s in the intersection of marketing and data.

If youā€™re interested in one of these topics, then subscribing might be for you:

  • Alternatives to direct attribution, such as MMM studies, incrementality tests and new ways of measurement (zero party, geolift)

  • Structuring and measuring CRO or A/B tests

  • Joining different data dots from paid, lifecycle and product

  • Understanding, measuring or minimising discrepancies between marketing sources

  • Creating and leverage data products, such as growth models

    We usually post 1-2 a month. (And itā€™s free)


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The author

Hi, hi, thatā€™s me ā€” Iā€™m Barbara Galiza. Iā€™ve been working with growth for ~12 years and, in specific, as a marketing data freelancer for the last ~6.

I help companies analyse and, most importantly, act on data. Iā€™m at my most useful in projects where marketing and data team (or product) need to work together closely. E.g. setting up new tracking, defining data-based GTM strategies, prioritising product or marketing opportunities.

Iā€™ve worked with startups (Ashby, Gitpod), mature tech companies (Microsoft, WeTransfer) and even agencies (Dentsu, Phiture). A list of logos (for those who care) can be found on my personal website.

I believe in measuring only whatā€™s necessary (due to complexity), thinking outside the box with data and taking literally everything with a grain of salt.

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Helping marketers make sense of data, from zero to one. Learn about marketing attribution, growth models, incrementality, and more.

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growth/data freelancer