W/MAWeb Marketing Analytics

About this publication

Better questions make better analytics.

Web Marketing Analytics is an independent field guide for people who have to turn imperfect marketing data into real decisions.

We focus on methods that can be inspected: clear definitions, proportionate measurement, honest uncertainty, and checks that expose where a conclusion may fail.

Nothing here depends on a particular vendor or a perfect data stack. The goal is to help analysts and marketers build evidence their teams can understand, challenge, and use.

Editorial code

  1. Name the decision.Measurement begins with what someone needs to decide—not what a tool happens to collect.
  2. Show the assumptions.Every model has a boundary. Useful analysis makes that boundary visible.
  3. Prefer reproducible checks.A reader should be able to test the method against their own data.