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 tackle a listener's question about whether clicks truly measure content performance and walk through a rigorous approach to evaluating content intent. Here's what this means for you. You'll gain a framework for linking content metrics to real business outcomes so you can stop guessing what works and start measuring what…
Summary In today's episode, I explain how to build a measurement strategy for organizations focused on behavior change rather than direct sales. Here's what this means for you. You learn how to correlate your daily activities to the outcomes you care about and then test those correlations to prove true causality. You'll also learn these…
Summary In today's episode, I break down the difference between an event and a conversion event in Google Analytics 4. Here's what this means for you. You gain clarity on how GA4's event-based model replaces Universal Analytics' scope-based approach and how to set up conversion tracking correctly. You'll also learn these concepts: why every action…
Summary In today's episode, I walk through the highlights of the latest CMO Survey with my co-hosts, breaking down what the data actually says about marketing spend, social media performance, data integration, and training investment. Here's what this means for you. You'll gain a clearer, more skeptical lens on industry benchmarks so you can compare…
Summary In today's episode, I explore what content is missing in the analytics space by walking through the "who, what, where, when, why, and how" framework to identify the biggest gaps. Here's what this means for you. You'll discover that the most overlooked areas are retention analytics and demystifying who should be doing analytics, which…
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 explore the most useful analytics for tracking conversion impact and explain why there is no single universal formula for measuring marketing success. Here's what this means for you. You'll discover a practical framework for choosing the right analytical method based on the data you actually have available. You'll also learn…
