This guide walks through the 10 most common ways Shopify revenue gets misassigned and what to do about each one. The goal isn’t perfect attribution (it doesn’t exist). The goal is decision-grade attribution: reliable enough to allocate spend confidently and defend the story in a CFO meeting.
Read MoreSmart marketers know that media planning requires a multivariate perspective to understand impact. In this guide, we break down Digital Marketing Attribution, Incrementality, and Media Mix Modeling (MMM) in plain language and show you how to use them in combination for smarter, more resilient decision-making in 2026.
Read MoreGet more out of your web analytics without paying $150k
Is your digital advertising working? For the vast majority of ecommerce companies out there, the answer seems simple enough: Facebook and Google are happy to tell you which ads lead to conversions, and the free version of Google Analytics has pretty good attribution modeling tools built in.
Read MoreThe principle of the Nirvana Fallacy holds that if perfection can’t be attained, why bother trying?
It’s easy to associate this with business cultures that are intolerant of failure or averse to new ideas. But certainty is also demanded from more forgiving organizational cultures. On the face of it, this expectation of certainty seems reasonable. If you are to invest a great deal of time and effort into a particular venture, shouldn’t you be very certain, or at least very close to it?
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I’ve worked with Google Analytics for quite a while. So long in fact I remember the “U” in “UA” actually means “Urchin” and not “Universal.” Back then it seemed wonderful that a paid for service like Urchin was made free instantly on acquisition by a forward looking company like Google.
Read MoreThere is general acceptance in the alcoholic beverage industry that linking marketing spend to consumer purchase is very difficult, if not impossible – especially for smaller producers.
We don’t agree.
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Health care organizations – hospitals, physician practices, and specialist clinics – are primarily concerned with keeping their patients healthy and happy. But they’re businesses too, and they operate in a highly competitive environment. To succeed at both, health care organizations should do everything they can with data and analytics to understand their patients and optimize the patient experience.
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