Digital Marketing & CRO
How to Get Customer Lifetime Value Right
An estimate of the total revenue or profit a customer generates over their relationship with a business. Key takeaways Inputs: average order value, purchase fre...
Category · 164 articles
Digital Marketing & CRO
Landing pages, lifecycle email and testing that improves the rate, not just the traffic.
Digital Marketing & CRO
A Practical Guide to Cohort Analysis
Analyzing groups of customers who share a starting point, such as the month they signed up, to see how their behavior changes over time. Key takeaways Cohort: a...
Digital Marketing & CRO
Marketing Mix Modeling, Done Properly
A statistical method that estimates how much each marketing channel contributes to sales using aggregated historical data rather than individual tracking. Key t...
Digital Marketing & CRO
Net Promoter Score: What Actually Works
A customer loyalty metric based on one question, how likely someone is to recommend a company, answered on a 0 to 10 scale. Key takeaways Scale: 0 to 10 Promote...
Digital Marketing & CRO
Brand Lift Studies, Done Properly
Experiments offered by ad platforms that measure how advertising changes awareness, recall or consideration by surveying exposed and unexposed groups. Key takea...
Digital Marketing & CRO
Churn Analysis: The Decisions That Matter
Measuring and understanding why customers stop buying or cancel subscriptions, and which customers are at risk of leaving. Key takeaways Churn rate: the share o...
Digital Marketing & CRO
Statistical Significance in A/B Tests: The Decisions That Matter
The statistics behind deciding whether a test result is real or just random variation, including sample size and confidence. Key takeaways Sample size: needs to...
Digital Marketing & CRO
A Practical Guide to Offline Conversion Imports
Sending sales that happen after a click, such as phone orders or closed deals, back into ad platforms for measurement and bidding. Key takeaways Click identifie...
Digital Marketing & CRO
Google Consent Mode: What Actually Works
Google's framework for adjusting tag behavior based on user consent choices, including modeling for users who decline. Key takeaways Signals: consent mode...
Digital Marketing & CRO
A Practical Guide to Server-Side Tagging
Running tag containers on a server instead of in the browser, so data is collected and forwarded server to server. Key takeaways Server containers: Google Tag M...
Digital Marketing & CRO
Remarketing Campaigns: What Actually Works
Ads shown to people who already visited a site, used an app or appear on a customer list. Key takeaways Audiences: built from site visits, app use or customer l...
Digital Marketing & CRO
Demand Gen Campaigns: What Actually Works
Google's visually driven campaign type that runs across YouTube, Discover and Gmail to build demand rather than capture it. Key takeaways Placement: runs a...
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Digital Marketing & CRO
Improve the rate, not just the traffic.
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