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Analytics and reporting: the numbers that survive a board review
Dashboards, attribution and the monthly report. What belongs on a page a decision-maker actually reads: which metrics carry a decision, how credit gets split across channels, and how to tell a tracking break from a genuine drop.
22 articles
Multi-Touch Attribution: The Model That Breaks Where the Data Stops
A multi-touch attribution model credits only the touches it can identify. Four kinds of touchpoint never reach it, and the channel that loses their credit is the one that gets cut.
Martin H.ReportingOct 25, 2026Marketing Mix Modeling: What It Costs Before It Tells You Anything
Your channel lost the budget because nobody could prove what it did. The tool for it is marketing mix modeling, and the published requirement is a length of time, not the ratio that decides. Would yours survive the division?
Martin H.ReportingOct 25, 2026Marketing Measurement: The Number Your Board Asks For and Your Stack Cannot Produce
Your marketing number and your finance number have never matched. You have a routine for the moment somebody notices, and it spends the decision the meeting was called to make. Can you say what your number leaves out?
Martin H.ReportingOct 24, 2026Incrementality Testing: What You Can Prove Without a Vendor
Your dashboard reports what happened. It cannot tell you what would have happened without the campaign, which is the number your budget depends on. So how many regions can you hold out?
Martin J.ReportingOct 23, 2026
Manage Google Ads Smarter With AI.
Marketing Dashboard Examples: What to Cut, Not What to Copy
The screenshot that would settle which six panels belong on a dashboard has never been published, because it would embarrass the vendor. What you get instead is the gallery version. Which of your panels would you defend out loud?
Martin J.ReportingOct 23, 2026The Dark Funnel: What to Do When You Cannot Track the Research Phase
Your best deals keep arriving from somewhere your analytics cannot see. So what do you publish into that research phase instead? The usual answer is a tool, and nothing in that gap changes.
Martin J.ReportingOct 22, 2026First-Party Data Strategy: The Join Is the Strategy
Your CRM, your product database and your web analytics each hold the same customer under a different identifier. You have already collected the data. Which record wins when the three of them disagree?
Martin H.ReportingOct 21, 2026Marketing Reports: What the Monthly Deck Should Prove, and What It Quietly Avoids
Your monthly report goes out on time and no one tells you what it changed. The deck grows while the decisions it serves get made elsewhere. A report built to prove a decision looks different from page one.
Martin J.ReportingOct 18, 2026
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