The Growth Analytics Measurement Bulls-Eye, is a framework simplifying modern growth marketing measurement. It organizes tools into attribution, modeling, and experimentation, guiding marketers through effort and impact to build a comprehensive strategy tailored to business needs.

Discover the process of building a custom Consent Management Platform (CMP) to better understand data privacy regulations like GDPR and CCPA. Learn how to manage user consent through cookie architecture, compliance strategies, and more.

A brief reflection on hitting a milestone of writing 100 posts on this website.

During a client pitch, an executive asked, “How do we acquire Gen Z subscribers?”. Initially, I had interpreted this as a trick question, but the executive continued with similarly themed questions making it clear that they were being earnest. Unfortunately, it isn’t easy, nor in some cases, even possible to “get” a generational audience. Every generation acts and behaves differently, and unless your company or product matches the taste of that generation, then a broadly applied marketing strate...

Demystify marketing incrementality testing with the synthetic control method (SCM) explained through a thrilling race analogy.

Driving an analytical agenda to maximize the value data analysts can provide an organization through the traits typically associated with an architect

Sharing the results of my 2023 Marketing Analytics predictions and giving myself a grade.

My day-to-day work is rooted in the technical practices of engineering and mathematics. Neither exudes creativity on the surface, but they also aren't completely void of it either. Among many things, there is creativity found in both practices through the problem-solving and decision-making processes. Creative, but limited as outputs are naturally restrained to objectives rather than being free for expression. Expression is what generally comes to mind when someone thinks about creativity. It is...

Incrementality is an important measurement approach to evaluating the impact of a marketing effort. Through the use of experimentation, incrementality can identify conversions that wouldn’t have occurred without the introduction of a marketing effort. This valuable piece of information helps to prove the efficacy of your marketing in a way that is not measurable with commonly used attribution reporting and serves as an additional data point to justify your marketing decisions. While impactful, i...