Data and Attribution You Can Trust
Plan events before campaigns. Use Segment for schema control, GA4 for acquisition trends, and Mixpanel for product behavior. Maintain a living dictionary and version it like code. Teams ship faster when everyone agrees what a “qualified visit” actually means.
Data and Attribution You Can Trust
UTM rigor beats guesswork. Compare first‑touch, last‑touch, and position‑based models, then triangulate with self‑reported attribution on demo forms. When a founder wrote “your podcast” under “How did you hear about us?”, it reframed budget conversations overnight.