Marketing systems that hold up in the real world.
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49 posts
A dedup run just relabeled your paid leads as organic
CRM merge logic keeps whichever lead source value populated last, not the original UTM data. Here's how to catch the drift and lock the original capture value so it can't be.
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Measurement problems start before the dashboard.
Most B2B pages never clear the sample size a 95%-confidence test needs. Here's how to tell which of three methods, sequential, Bayesian, or directional, actually fits your.
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AI search traffic hides in GA4's Direct channel by default
GA4 has no rule for chatgpt.com or perplexity.ai referrers, so that traffic lands in Direct or unclassified Referral by default. Here's the custom channel group fix.
Read articleStart with the system you are working on.
Four connected layers of marketing infrastructure, each with its own failure modes and operating decisions.
GTM Strategy, Measurement & AI Workflows
Design the operating workflows that connect planning, campaigns, reporting, revenue data, attribution, MMM, and AI-assisted execution.
7 articles
Tracking Infrastructure
Build and validate the event, conversion, and platform tracking layer that marketing decisions depend on.
14 articles
Consent, Privacy & Compliance Architecture
Design consent-aware and compliance-safe measurement systems that preserve useful reporting without exposing sensitive customer data.
14 articles
Customer Data, Attribution & Lifecycle
Clean up the customer data layer that connects identity, lifecycle stages, CRM records, audiences, attribution, and revenue reporting.
7 articles