Independent field notes for modern marketers
Make your marketing dataearn its seat.
Clear, practical guidance for measuring what matters, finding what is broken, and making decisions you can defend.
Read the field guidesof reporting questions become simpler when the decision is named first.
Measurement plans before dashboards
Decisions before vanity metrics
Evidence before certainty
Start here
Field guides for better decisions
No magic dashboards. No universal benchmarks. Just methods you can inspect and adapt.
Measurement
Build a GA4 measurement plan people will actually use
A practical framework for turning business questions into GA4 events, parameters, owners, and QA checks.
Attribution
Choose an attribution model without fooling yourself
What attribution models can answer, where they break, and how to make a defensible channel investment decision.
Data quality
A 30-minute trust test for marketing dashboards
Fast reconciliation checks for broken tagging, duplicated revenue, and misleading reporting windows.