All tagged Marketing Analytics

From Click to Customer: Building Full-Funnel Attribution Models That Work

From Click to Customer: Building Full-Funnel Attribution Models That Work

Claudia Giraldo
Marketing Analytics, Data & Attribution, Digital Strategy

Most marketers are flying blind because their attribution is broken. You're crediting last-click conversions, ignoring touchpoints that actually drove the sale, and making budget decisions on incomplete data. I've managed campaigns with budgets up to $300K+ monthly, and here's the truth: attribution isn't just about tracking, it's about understanding the customer journey so you can invest in what works. Single-touch models oversimplify. Multi-touch models often create more confusion than clarity. In this post, I break down how to build practical full-funnel attribution models that reflect reality and show you how to use that data to optimize spend, prove ROI, and scale profitably without guessing which channels deserve credit.

Marketing Metrics That Matter: Why Most Dashboards Mislead Teams

Marketing Metrics That Matter: Why Most Dashboards Mislead Teams

Claudia Giraldo
Analytics & Measurement, Performance Marketing, Growth Strategy

Most dashboards are designed to look impressive, not to drive better decisions. They’re filled with charts, percentages, and real-time numbers that appear actionable but often obscure what’s actually happening beneath the surface. Vanity metrics, misaligned KPIs, and shallow reporting can quietly push teams toward the wrong conclusions, wasted spend, and a false sense of progress.

In this article, we break down why many marketing dashboards are misleading, which metrics actually signal sustainable growth and efficiency, and how to rethink measurement so data informs better strategy, sharper prioritization, and smarter decisions, not just prettier reports.