2023 Marketing Analytics Predictions
After a decade of maintaining the status quo, the marketing analytics field has experienced significant changes to measurement and reporting on an almost annual basis. These changes have brought new challenges to marketers forcing them to adjust strategy, tactics and budgets. The seminal moment that kick started this change was Apple’s hard stance on data privacy and uprooting not only how iOS marketing is measured but also serving as a dagger to the key revenue streams that have lifted publishe...
The Missing Moat in Generative AI
Generative AI is having a moment just as the year wraps up. With a recent technology and crypto crash, it is a surprise to finish the year with any industry optimism. However, Generative AI has combated market pessimism with a surge of eye-catching model releases by various tech companies. With as simple as a few words entered into a text prompt, users are able to generate professional-quality images, video, and audio. This type of production quality was not possible only a year ago. It may come...
Overthinking the Modern Data Stack
The Data Analytics sector has seen immense growth since the early days of the internet. The original startup boom of the 90’s put data analytics solutions on the map and drove the advancement of database technologies. This was followed by the “Big Data” movement of the 2010’s and the current promotion of the “modern data stack”. As a data practitioner for the past decade, seeing this evolution and investment in the field has been a welcomed sight. However, I feel that most recent companies vying...
Calculating Customer Lifetime Value (LTV)
Customer lifetime value, also known as LTV, CLV, and CLTV, is an important financial instrument that estimates the revenue you are likely to generate from a customer during their lifetime of paying for a business`s services.
Customer Acquisition Cost (CAC) and its Role in Growth Marketing
If there is one metric that is always under the microscope with growth marketing, it is customer acquisition cost (CAC). CAC informs you of how much it costs to acquire one paying customer with the formula, acquisition cost / net new paying customers. It is a measurement of paid acquisition effectiveness, but effectiveness can be interpreted differently depending on the cost inputs used. Being aware of the cost inputs and how they change the story being told will help us not only understand our ...
WITH Clause
WITH or Common Table Expressions (CTE) is a powerful SQL clause that temporarily stores results that can be referenced in other CTE's or the parent query
How do Mobile Measurement Partners Evolve From Here?
Mobile apps and the internet are inherently different than each other despite mobile apps relying on the internet to provide much of their utility. The biggest difference between the two technologies is that the internet is an open protocol, while mobile apps are closed protocols governed by one corporation. Mobile operating systems (OS) run app stores with corporate guidelines and regulations over the types of mobile applications that can be installed on their systems. These walled gardens were...
Coming Full Circle - The Rise and Fall of Multi-Touch Attribution
A hotly debated area of marketing analytics is multi-touch attribution modeling. Before the advent of advanced browser and device tracking during the 2010s, last-touch attribution was the standard model used to deterministically measure the impact of marketing efforts. After tracking caught up with the evolution of the internet in Web 2.0, there was a rise in tools and reporting that were capable of stitching together unique data points in a user journey to conversion which led to multi-touch at...
SQL Clause Execution Order
Learn about the proper syntax structure and execution order for all of the SQL clauses.
Union Data with UNION and UNION ALL
UNION and UNION ALL are set operators that combine results sets from multiple queries in order to aggregate and manipulate similar information.
Connor Phillips
contact [at] connorphillips.com
Data leader with a decade of startup and agency experience helping B2C and B2B businesses with their mobile app and web-based products.
Currently, I lead the US Analytics team at the growth marketing agency, Twigeo, working with growth-focused clients ranging in industries from ride share to language learning.
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