Guide · Beginner · 8 min
Measuring marketing honestly
How to attribute results without fooling yourself, with a small set of numbers that survive scrutiny.
- marketing
- guide
Inside this guide
- Marketing measurement fails in two ways: claiming everything and measuring nothing. This guide is a middle path: a few numbers, defined precisely, compared consistently, and read with their limits stated.
- Define the events
- Tag consistently
- Compare like with like
- Write the caveat
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