Marketing Metrics and KPIs That Actually Matter
Digital metrics sorted from KPIs that commit: the money layer, channel picks with caveats, Goodhart’s law, and a KPI set that drives decisions.
Amazon Attribution: Measuring Off-Amazon Media
Amazon Attribution explained: free measurement of off-Amazon media, eligibility and Brand Registry, how tags work, and reading results honestly.
Looker Studio is Now Data Studio (Again): The Complete Guide
Looker Studio was renamed back to Data Studio in April 2026: the complete guide to the naming saga, free vs Pro pricing, limits, and honest dashboards.
What is ETL? The Process, Explained with Examples
ETL explained with examples: extract, transform, load, a marketing walkthrough end to end, ELT and reverse ETL, and the tool landscape by category.
Niche Attribution Tools: The Long Tail of the Market, Mapped
From Attributionapp to Marketo Measure: the niche attribution tools mapped honestly, including which famous names moved, renamed or died.
How MMM Works: Bayesian and Econometric Methods in simple words
MMM econometrics in plain words: regression, adstock, saturation, and why modern models went Bayesian. No PhD required to follow any of it.
Media Mix Modeling Examples: A Walkthrough with Numbers
A complete media mix modeling example with numbers: the data in, the outputs back, and the reallocation decision that came out the other end.
Budget Optimization with MMM: From Model to Money
What mmm optimization actually does: response curves, marginal returns, guardrails, and a worked example of moving budget where it earns most.
Marketing Mix Modeling for B2B and SaaS
Marketing mix modeling B2B teams can trust: pipeline outcomes, event and outbound channels, long-cycle adstock, and the CFO scenario answered.
GA4 Attribution: Models, Settings and Limits
Attribution in GA4 explained: the three current models, where the settings live, lookback windows, and the honest limits of what GA4 can see.