I’m happy to announce we just raised $3.4 million at a $25 million post-money valuation! This year, a slowdown in funding for startups forced many to take a closer look at their spending and cut costs to extend their runway. One area to come under scrutiny was marketing spend, or …
This is our second feature in the much exalted Reforge blog, this time talking about how to make big bets in your testing program. The key insight is that it might feel safer to limit your ambition when running experiments, but actually nothing costs more than failing to learn anything …
Some Testing is a Waste of Time: Making Business Cases for Big Bets Read More
This post talks about how to do Marketing Mix Modeling when you’re investing heavily in influencer marketing. We teamed up with the Influencer Marketing experts at Modash to outline the scale of the problem and how to fix it. You can read the post in full here: > When Promo …
When Promo Codes Aren’t Enough: Measuring Influencer Campaigns with Marketing Mix Modeling Read More
We teamed up with mobile growth agency Phiture to create this post for those in the mobile space looking to get into Marketing Mix Modeling post iOS14. It walks you through what data is needed and where to find it. You can read the post in full here: > Media …
Media Mix Modeling for Mobile: What Data is Needed? Read More
We partnered with Supermetrics to bring you this post on how to build an MMM feed automatically in Google Sheets. This can save you enormous time in preparing your marketing mix model, and also lets you continually updated it without going through the data gathering and cleaning exercise again. Read …
How to automate marketing mix modeling with an MMM data feed spreadsheet Read More
In this post we cover a common way to make your marketing mix model work with your other attribution methods: setting Bayesian priors. This is a powerful technique which can be used not just for incorporating survey data, but also any other attribution method you deem reliable. You can read …
Calibrating Your Marketing Mix Model With Post-Purchase Survey Data Read More
One of the hardest things to do is get buy in from the finance team when requesting marketing budgets. This is a time consuming, difficult challenge, and how well you do determines a lot of the future success you’ll find in your role. One of the ways in which this …
Setting Realistic Expectations Between Marketing and Finance Read More
In this post we collaborated with Funnel.io to show how you could use their various ad platform connectors to do linear regression in Google sheets, then showcase the result of that analysis in a chart. The use case depicted was making a report that accounts for macro trends like COVID, …
How to make a marketing report that accounts for macro trends Read More
In this post we cover the attribution stack, and how it relates to the impact of iOS14. This is a seminal post for anyone looking for guidance on how the analytics landscape has changed, as well as a comprehensive map of what attribution methods are out there. It was well …
The Attribution Stack: How to Make Budget Decisions in a Post-iOS14 World Read More
