Growth Experiments
A/B Testing Basics Without Peeking for a Winner
Run an A/B test by randomly assigning a defined eligible unit to a stable control or variant, predefining the primary outcome, guardrails, sample and…
Marketing measurement without the dashboard fog
Marketing Metrics That Lead to Decisions
Choose marketing metrics by naming the decision first, then connecting the business outcome, audience action, controllable input, diagnostic signals, and…
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Latest insights
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Measurement Foundations
Marketing Attribution Models and Their Limits
Marketing attribution models assign credit to recorded touchpoints under declared rules; they do not prove causal impact.
Measurement Foundations
Calculate Customer Acquisition Cost With Clear Scope
Calculate customer acquisition cost by dividing documented acquisition-related cost by verified new customers for the same scope and an aligned period.
Measurement Foundations
Calculate Marketing ROI Without False Precision
Calculate marketing ROI as defined return minus included marketing cost, divided by included marketing cost, multiplied by 100.
Measurement Foundations
Campaign Naming Convention That Survives Export
Build a campaign naming convention from the reporting dimensions and workflows you actually need.
Growth Experiments
Cohort Analysis for Beginners: Keep Time Aligned
Build a cohort analysis by grouping a defined entity around a shared starting event, then comparing a separately defined outcome at aligned ages.
Solutions
Measurement Foundations
Measurement Foundations
Practical definitions, tracking plans, quality checks, attribution, economics, and dashboards.
Growth Experiments
Growth Experiments
Funnel, acquisition, retention, testing, content, email, and reporting systems built for honest learning.