Performance Marketing Attribution Models Still using Last-Click attribution? You're making budget decisions with flawed data. This deep dive explores advanced attribution models that reveal your true marketing ROI and prepare you for a cookieless world. More than a century ago, department store pioneer John Wanamaker famously lamented, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an age of unprecedented data, we should have solved his problem. We have the tools to track every click, view, and conversion. Yet, for a vast number of marketers, Wanamaker's dilemma is as real today as it was in the 1800s. The culprit is a flawed, outdated, yet stubbornly persistent measurement model: Last-Click attribution. Most marketing analytics platforms, including older versions of Google Analytics, defaulted to this model, which gives 100% of the credit for a conversion to the final touchpoint in a customer's journey. This is l...
How to Turn Your Product into Your Primary Acquisition Channel Ditch the expensive, outdated sales-led model. This playbook provides a step-by-step framework for implementing Product-Led Growth (PLG), turning your product into a sustainable, high-converting acquisition engine. In the relentless world of SaaS, a single metric is beginning to cast a long shadow over boardrooms and budget meetings: Customer Acquisition Cost (CAC). For years, the default playbook has been to spend more on sales and marketing. But as channels become more saturated and expensive, this sales-led growth (SLG) model is showing its age. Companies are spending more to acquire each new customer, a trend that puts a dangerous strain on capital and stifles growth. However, a new class of high-growth companies has shattered this paradigm. Businesses like Slack, Calendly, and Dropbox have achieved massive scale not by outspending the competition, but by building a growth engine directly into their product. They belong...