Analytics

ITP, GDPR, California Consumer Privacy Act, ATT and privacy sandbox. Digital marketing measurement in recent years has become much and much more difficult. As a consequence, MediaMix modelling, Incrementality experiment, CausalImpact and alternate measurement methodologies have made their entrance in the measurement domain.

The days where we can just add a cookie on a thank you page and use this as our primary way of conversion tracking are over. Setting goals, getting the right data, optimizing campaigns based on that data is already a different process from what it was 5 years ago and most likely will even be more different in the next 5 years.

From my perspective analytics in digital marketing should always revolve around 3 questions:

1. What is happening?

2. Why is that happening?

3. How can we take action it it?

While it sounds simple, actually being able to execute on these questions is a larger challenge. Read more about how I apply this framework in the case studies below.