Multi-Touch Attribution: Models, Methods, and When to Use Each
Multi-touch attribution is the practice of assigning credit for a conversion across every marketing touchpoint a customer encounters on their…
Customer Segmentation: Use Data to Find Your Best Audiences
Customer segmentation is the practice of dividing your customer base into distinct groups based on shared characteristics — demographics, behaviors,…
Marketing Mix Modeling vs. Attribution: Which Approach Fits Your Business
Marketing mix modeling and attribution are two fundamentally different approaches to measuring marketing effectiveness, and choosing the wrong one —…
How to Build an Analytics Dashboard That People Actually Use
An analytics dashboard that nobody uses is worse than no dashboard at all — it costs time and money to…
What Is Marketing Attribution? Models, Frameworks & Cookieless Solutions
Marketing attribution is the practice of identifying which marketing channels, campaigns, and touchpoints contribute to a desired conversion. Every digital…
How to Audit Your Website Analytics: Complete Checklist
Your analytics data is only as good as your implementation. Bad tracking leads to bad decisions. I’ve audited hundreds of…
Marketing Attribution Without Cookies: What Actually Works
Third-party cookies are dead. Here's how to track marketing performance and attribute conversions without invasive tracking.