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, Barbara Galiza, a consultant specializing in B2B SaaS marketing analytics, shares her expertise on measuring paid media effectiveness. She dives into the three types of campaign performance metrics and the challenges of tracking metrics like Customer Acquisition Cost across multiple platforms. Barbara also explains marketing mix modeling as a solution for evaluating ROI in a world of data privacy. Additionally, she discusses innovative testing methodologies like Geolift for assessing impact beyond click-based metrics.