Blog
Performance marketing and data analysis insights.
Performance Marketing Metrics: Stop Memorizing Them, Read Them as a Chain
Instead of memorizing CPI, CPA, ROAS, and LTV:CAC separately, read them as one connected chain and you'll see exactly where performance is leaking. A metrics primer for junior marketers.
What Is MMM: Measuring Channel Contribution Beyond Attribution Models
Marketing Mix Modeling (MMM), the channel-contribution method built for a world of cookie loss and iOS tracking limits. Regression, adstock, saturation, contribution decomposition, and where it breaks down.
Marketing Budget Allocation: Why Dumping Money into Your 'Most Efficient' Channel Can Backfire
Why does pouring budget into your most efficient channel lose you money? The trap of average efficiency, and how to split channel budgets using 'marginal utility,' explained with practical examples.
Incrementality Measurement: Did the Ad Actually Create That Conversion?
Dashboard ROAS should only be half-trusted. A breakdown of incrementality measurement and three holdout experiment designs for measuring what ads actually create.
Correlation vs. Causation: Confuse Them and You Lose Money
The difference between correlation and causation, explained through ice cream and drowning. Why confounders and reverse causation create illusions, and why an experiment is the only way to confirm causation.
A/B Testing: Ruling Out Chance Before You Call the Winner
A/B testing done right — from random assignment, sample size, and statistical significance, to the early-stopping (peeking) trap that catches nine out of ten people. A practical guide.