Barbara Galiza

Barbara Galiza, a seasoned Growth and Marketing Analytics Consultant with a rich background at companies like Microsoft and Her, shares insightful truths about marketing attribution. She likens attribution to navigating complex canals, advocating for practical approaches over perfection. Multi-touch attribution often overlooks subtle influences in decision-making, so she suggests incorporating qualitative feedback and incrementality testing for clarity. For startups, she emphasizes the importance of focusing on what works and bridging the gap between data insights and marketing creativity.

Barbara Galiza, a growth and marketing analytics consultant, dissects crucial marketing metrics for SaaS businesses. She discusses the importance of measuring customer acquisition costs and lifetime value while managing data from multiple sources. The conversation delves into Marketing Mix Modeling, emphasizing testing methods like GeoLift and Holdout for assessing campaign effectiveness. Galiza also touches on the challenges of navigating email measurements in light of privacy regulations, advocating for server-side tracking to enhance data accuracy.

In this discussion with Barbara Galiza, a seasoned marketing and data consultant, listeners dive into the complexities of marketing attribution models like Multi-Touch Attribution and Marketing Mix Modeling. Barbara sheds light on the impact of privacy changes on data quality and offers insights into using podcasts as a marketing tool. The conversation also touches on the challenges of data-driven advertising, emphasizing the need for accurate attribution and streamlined analytics. Dive into her expert tips on overcoming hurdles and improving measurement frameworks!