Archive - 021 Newsletter

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.

Sep 5 •

August 2024

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…

Aug 8 •

July 2024

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…

Jul 16 •

June 2024

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…

Jun 6 •

May 2024

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)

May 7 •

April 2024

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…

Apr 10 •

March 2024

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…

Mar 14 •

and

February 2024

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…

Feb 7 •

January 2024

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…

Jan 8 •

December 2023

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…

Dec 4, 2023 •

October 2023

Launching 021 Newsletter, on marketing data

Covering how marketers can best leverage data; from measurement to strategy.

Oct 31, 2023 •

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…

Oct 17, 2023 •

#nojs-banner { position: fixed; bottom: 0; left: 0; padding: 16px 16px 16px 32px; width: 100%; box-sizing: border-box; background: red; color: white; font-family: -apple-system, "Segoe UI", Roboto, Helvetica, Arial, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol"; font-size: 13px; line-height: 13px; } #nojs-banner a { color: inherit; text-decoration: underline; } This site requires JavaScript to run correctly. Please turn on JavaScript or unblock scripts