Brand measurement often feels like a polite performance nobody fully believes, and Guta learned this firsthand moving from performance marketing spreadsheets to startup rebrands that showed clear sales bumps everyone could feel. When she built Purple Metrics, she refused to pretend algorithms could explain everything, designing tools that encourage gradual shifts over sudden upheaval.More
Tag Archives: metrics
141: Rutger Katz: Cutting through the fluff of Lean methodology and recognizing when process gets in the way of efficiency
Rutger helps us cut through the fluff of Lean methodology in marketing and how to spot when process gets in the way of efficiency. His advice is to cut out the waste—whether in your process, your tech stack, or how you measure success. Focus on what drives conversions, keep your systems lean, and use simple structures to maintain speed without sacrificing alignment.More
139: Ron Jacobson: Why multi-touch attribution excels in credit distribution but fails in causality
Multi-touch attribution is a credit system, not the full story behind conversions. Incrementality testing digs deeper, asking what would’ve happened without a campaign. Don’t get stuck with basic tools; true measurement needs first-party data and statistical models. For startups, focus on nailing one channel before using tools like MTA or MMM to refine growth strategies.More
131: Siobhan Solberg: A guide to ethical marketing with data minimization and privacy strategies
Siobhan takes on a behind-the-scenes look at the hidden mechanics of data privacy, ethical marketing practices, and effective data management. Marketers should break down the user journey into less phases and minimizing data collection. Prioritizing ethical practices and transparency builds trust and leads to more informed decisions and stronger customer relationships.More
126: Michael Rumiantsau: AI’s role in democratizing data narratives for marketers
Michael’s on a mission to make data insights accessible and useful for everyone, not just experts, by leveraging AI to provide tailored, easy-to-understand insights that boost decision-making. This episode unpacks the future of Business Intelligence, automating insights with LLMs, and the importance of anomaly detection. Michael also discusses how proprietary data gives companies a competitive edge in the AI market.More
76: Dan Balcauski: Adventures in the world of SaaS pricing
In our latest episode, we’re thrilled to feature Dan Balcauski, Founder of Product Tranquility, as we navigate the world of SaaS pricing models.More
66: A guide to data models and dynamic dashboards for marketers
Understanding how a dashboard is powered, and having a sense of what is possible and what is not, is a crucial differentiator. Too often, I have seen dashboard projects built in a vacuum, disconnected from the reality of the data and the systems that support them. In these cases, valuable time and resources are wasted building an idealistic dashboard that cannot be implemented or used effectively.More
65: It takes a village to build a dashboard
When designing a dashboard, it’s important to focus on the decisions you want to make, rather than just the metrics you want to track. Before building your dashboard, consider your audience and bring together the right people to answer key questions. This will help you create a prototype of your first version.More