Analytics
Customer Lifetime Value and Why It Should Drive Your Acquisition Strategy
Businesses that know their LTV by cohort and channel can out-spend competitors who don't. Here's how to calculate it and use it…
Analytics
Building a Marketing Dashboard That Actually Gets Used
Most marketing dashboards are built for the person who built them, not the people who use them. Here's how to design one…
Analytics
How to Build a Marketing Attribution Model That Actually Works
Last-click attribution is wrong. Multi-touch models are expensive and complicated. Here's a pragmatic approach that gives you better answers without requiring a…
CRO Fundamentals: Why Most A/B Tests Are a Waste of Time
Most A/B tests run by in-house teams are underpowered, poorly hypothesised, and interpreted incorrectly. Here's how to fix your testing programme and…
The Death of Third-Party Cookies: What Marketers Need to Do Now
Chrome's third-party cookie deprecation is rolling out. Here's what it actually means for targeting, measurement, and retargeting — and the first-party data…
Analytics
GA4 One Year In: The Metrics That Actually Matter for Decision Making
Most teams have GA4 running but few are using it well. Here are the reports worth building and the default views you…