Summary In today's episode, I walk through the most effective ways to measure marketing incrementality for small businesses. Here's what this means for you. You can prove whether campaigns actually drive results beyond business as usual without needing expensive attribution software. You'll also learn these concepts: why disciplined discrete tracking with unique URLs and phone…
Summary In today's episode, I walk through how Google Analytics 4 handles social media advertising and attribution with a live demo of the platform's interface. Here's what this means for you. You'll learn practical techniques for setting up conversions, choosing attribution models, and avoiding common UTM mistakes that distort your data. You'll also learn these…
Summary In today's episode, I break down the biggest challenges that keep companies from adopting AI for their marketing. Here's what this means for you. You gain a practical framework for deciding when AI is actually the right tool for your marketing problem versus when a simpler approach works better. You'll also learn these concepts:…
Summary In today's episode, I walk through three methods for determining which content modalities—like videos, ebooks, and blog posts—perform best for your business. Here's what this means for you. You'll gain a practical framework for measuring content ROI whether that content lives on your website or across external platforms. You'll also learn these concepts: how…
Summary In today's episode, I answer a listener question about whether to use custom UTM tracking codes in email newsletters or rely on built-in platform tracking. Here's what this means for you. You discover how a self-hosted URL shortener solves attribution problems when email marketing software sends non-standard UTM codes. You'll also learn these concepts:…
Summary In today's episode, I host a part two analytics ask me anything session answering audience questions on the GA4 transition, content marketing measurement, keyword-to-page attribution, and B2B audience targeting. Here's what this means for you. You walk away with practical, battle-tested answers from working analysts on the exact data problems stalling your marketing decisions.…
Summary In today's episode, I sit down with Chris and John for an ask-me-anything session on marketing analytics, answering live community questions about KPIs, attribution, content measurement, and which analytics features actually move the needle. Here's what this means for you. You get practical, vendor-neutral guidance on choosing metrics that tie to business outcomes rather…
Summary In today's episode, I walk through a simple Google Data Studio exercise for diagnosing dirty data in your Google Analytics account. Here's what this means for you. You'll gain a fast, no-code method to surface the attribution-breaking problems hiding in your traffic sources. You'll also learn these concepts: why a source/medium table exposes your…
Summary In today's episode, I walk through how to process unstructured survey data about marketing channels using both Excel and R, then compare those self-reported priorities against actual attribution data. Here's what this means for you. You'll uncover a surprising gap between where marketers say they'll spend their effort and what actually drives conversions, giving…
Suppose you’re like me and not the world’s best archer (or even a good archer). You own a variety of bow shapes and sizes, and you plink away at your target with them. Some bows are a little easier to score well with, others… not so much. But you practice and you get a sense…
