Launching 021 Newsletter, on marketing data

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

Three years ago, I created this Substack to post odd articles on growth.

There wasn’t much cadence, but there was a general theme. I wrote about SEO, GTM and even one on food blogging space.

But just like it happened with me and freelancing, I started to figure out what I enjoyed writing about and where I could add value. And here’s what I’ve learned:

Most marketers know they should be using data, but they don’t necessarily know how.

They’re often not sure what data they need, how data is tracked, what data is not tracked and how to best leverage data. They have an intuition from experience on what would be useful for decision making, but they don’t know how to get there.

On the other hand, data stakeholders don’t know what is valuable for marketing.

And why should they? They’re great at things like data structure, speed, quality, governance, stability. But they can’t interpret data signals as well (due to no context), and they don’t know necessarily what data (or segmentation) is valuable for marketing.

This is where I’ve been coming in (as a freelancer) and where this newsletter is heading towards: marketing data. Or, even: data, but from a marketer’s perspective.

The in-between of marketing and data will be covered from now on the newly-launched 021 (“zero-to-one”) Newsletter.

So I’m pivoting (relaunching?) this newsletter as a place I talk about these things. Here’s what you can expect to read about:

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

• Structuring, measuring and interpreting CRO or A/B tests

• Joining different data dots from paid, lifecycle and product; getting a holistic customer journey

• Understanding, measuring or minimising discrepancies between marketing sources; understanding where to measure what

• Creating and leverage data products, such as growth models, alerts or integrations (RETL, CDPs)

So if you’re interested in (some of) these things, then please subscribe:

And, if you’re already subscribing, then feel free to share with your friends and colleagues (CTA below) or—what’s just as valuable for me at this time—reply/comment with what you’d like to read about.