Strategy

Explore my latest thoughts, ideas, and insights

How to choose the correct attribution window for email campaigns

One attribution window for all your campaigns? Here's the problem with that.

June 10, 2024

When to use email, push, in-app, or SMS

In-app messages have 85% reachability issues. Push notifications only get 5% CTR. Emails sit unopened. SMS costs fortune. How do you choose?

May 20, 2024

CRM attribution: A three-layer approach

AnalyticsStrategyTutorial

I've sent 500 campaigns last year. Most showed positive ROI. Total CRM impact? Negative. Here's the measurement approach that caught what I've missed.

April 29, 2024

What is pilot A/B testing

A/B TestingStrategyTutorial

Your big campaign goes out tomorrow for the weekend sale. You're nervous because the last one flopped. What if there was a way to know how it'll perform before sending it?