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.

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 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

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...

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...

Learn about the proper syntax structure and execution order for all of the SQL clauses.

UNION and UNION ALL are set operators that combine results sets from multiple queries in order to aggregate and manipulate similar information.

ORDER BY is a SQL query clause that allows you to sort raw data by various combinations of data attributes.

LIMIT and OFFSET are SQL query clauses that allows you to limit and offset result records by the amount provided.

The HAVING clause in SQL acts as a filtering mechanism similar to the WHERE clause, but for grouped columns and aggregate functions.