Explainer
Supporting articles that define a term or unpack one idea from the topic they belong to.
The Latest
Data Democratization: Wider Access Without Worse Data
Data democratization widens access to data across an organization. The assumed cost is quality — here's why that trade-off is avoidable, not inevitable.
Data Silos: What They Are, and the One Integration Cannot Fix
A data silo is data trapped where others cannot use it. Here are the causes, the standard fixes — and the silo that survives every integration project.
Data-Driven Content: What Has to Be Tagged Before the Data Means Anything
Data-driven content uses performance data to decide what to make next. That loop only closes if every asset is identifiable — here's what to tag, and when.
Mobile Measurement: MMPs, Attribution, and the Cross-Surface Gap
Mobile measurement attributes app installs and events to the campaigns that drove them. Here's what an MMP does — and why app and web numbers rarely reconcile.
Marketing Analytics: Metrics, Methods, and What Has to Be True First
Marketing analytics turns campaign data into decisions. Here are the metrics, the methods, and the upstream condition that decides whether any of it holds.
Cohort Marketing: Grouping Customers, and Comparing Them Fairly
Cohort marketing groups customers by a shared starting point and tracks them over time. Here's how it works — and what makes two cohorts genuinely comparable.
Campaign Tracking in Analytics Platforms: What Each One Does With Your Parameters
GA4, Adobe and platform-native reporting each handle campaign parameters differently. Here's what each does — and why one campaign reads three ways.
Campaign Tracking Codes in Adobe Analytics: Why Classifications Break
Adobe Analytics classifies campaign tracking codes against an uploaded list. Here's why rows come back unspecified, and what to fix at campaign setup.
Naming Conventions: How to Write One That Actually Holds
A naming convention fixes the components, order, delimiter and allowed values of a name. Here's what makes one hold, and why most decay within a year.
Data Governance Framework: Components, Models, and Where They Fail
A governance framework names owners, definitions, standards and enforcement per data domain. Here are the components, the models, and where they fail.
What Is utm_id, and When Should You Use It?
utm_id identifies a campaign so analytics can join it to cost data. Here's how it differs from the other UTM parameters — and why an arbitrary ID is worse.
Data Quality: Dimensions, Metrics, and Where Marketing Data Fails
Data quality is measured on dimensions like completeness, accuracy and consistency. Here's how to measure it, and what the standard list misses.
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