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…
Mabelly asks, “Whenever I think about attribution model, a question pop up. How we should deal with “the end of the 3rd party cookies”? How do you guys address this issue?” Third party cookies (or the lack thereof) and attribution models are two entirely separate things. So we’re talking about the same thing, let’s set…
Andrea asks, “How often are you changing your attribution modeling vs the change in organizational strategy?” An attribution model is something that’s mapped fundamentally to your sales and marketing strategy. It should change as you change strategy, or as your audience changes. First, let’s establish a baseline. Why do we need attribution models? Fundamentally, attribution…
One of the most important questions you can ask a prospective customer is one almost no one asks: How did you hear about us? (or its many variations, like “What made you come in today?”) is a question we don’t ask nearly enough. Why? Why don’t we ask this critical question, a question that is…
Summary In today's episode, I walk through how attribution modeling works in Google Analytics 4 and show how to rebuild an attribution dashboard in Data Studio since GA4 dropped the native attribution tool. Here's what this means for you. You get a free way to track which marketing channels actually drive conversions while GA4 matures,…
Summary In today's episode, I walk through what dark data means in marketing analytics, how to spot dark traffic in Google Analytics, and practical steps to recover unattributed visits. Here's what this means for you. You gain a clear framework for diagnosing whether hidden traffic is undermining your decisions and learn concrete ways to shrink…
Karalyn asks, “In a situation where the marketing tweet did not have a higher engagement rate, but did have a higher impact, how do you show that community value to a client?” Community value is measured over the long-term, which means first educating the client on the value of a community. The day you plant…
Summary In today's episode, I explain how to demonstrate the long-term value of a marketing community to clients when a single campaign shows higher engagement but lower impact. Here's what this means for you. You gain a framework for proving community ROI using analytics, attribution modeling, and share-of-mind metrics that justify continued investment. You'll also…
