To Understand Zero-Party Data, Think About How You Collect Emails

In our opinion, the DTC industry needs a mental reset on the concept of “partied” data. It’s not enough to internalize some textbook distinction between zero-party data and first-party data -- because if you build your customer experience first and think about data types later, you miss the whole point of this customer-centric movement that DTC stands to capitalize on.

Baseline Surveys: How To Reach Those Hard-To-Measure Spots

A baseline survey, for our purposes here, informs the natural response rates for choices that may soon shift due to a marketing initiative. You run baseline surveys beforehand (often 30-60 days prior to a new initiative), so you can have a more accurate reading on lift after the fact.

Measuring Word Of Mouth: The Invisible Elephant In The Room

What’s big, gray, and responsible for 20-50% of purchasing decisions? It’s the elephant in the room known as Word Of Mouth.

Paid vs. Non-Paid: Why You Shouldn't Predict Growth On Paid CAC Alone

The problem with relying solely on a blended CAC as your core optimization lever, is that it doesn’t actually account for how many customers came in via non-paid sources.

The Complete Guide To Attribution Surveys

Solving attribution with one simple question, “How did you hear about us?”

Cookie-less Marketing: Life Without Conversion Pixels

It’s always been an interesting choice of words to call cookies and device IDs “persistent.”

The Post-Purchase Survey: A Vital Marketing Attribution Tool

The order confirmation page: a window of massive opportunity.

Test Yourself: What’s The Value Of An Attributed Sale?

A rather hypocritical duality: if a channel provides attribution, those numbers are gospel. If a channel doesn’t, it’s no big deal.

Making The Best Of A Tough Situation

Current events have unintentionally launched an A/B test in marketing.

The Scariest Word In Marketing Attribution: Direct

The scourge of marketing sources goes by many names':' "Unknown", "None", "Dark", "Other"... but in many circles, he is known simply as, "Direct".

When To Start Diversifying Your Media Spend

For an entire generation of Ecommerce marketers, growth was about as complicated as making a mimosa. Not anymore.