Marketing-measurement consulting for DTC brands: geo tests, an MMM, and attribution.
Three pre-launch checks for geo experiments: comparison strength, required spend, and whether the business can act. By Brinker Analytics.
Jupyter Notebook
Spec for a Meta creative dashboard that reaches the order: tables, join keys, metrics and SQL joining Meta ads to posts, GA4 and first-party orders. By Brinker Analytics.
JavaScript
Plan geo holdout test length with MDE, power and consideration cycles. By Brinker Analytics.
Python
Put Shopify orders, Meta and Google claims, GA4 and MTA on one sheet to see where they agree and overlap. By Brinker Analytics.
Python
Check whether the number you steer by day to day (MER, platform ROAS, contribution margin, anything you can build from your own columns) still moves with EBITDA, at daily, weekly and monthly grain.
Python
Work out the ROAS you need just to not lose money on a first order, the MER your whole business can carry, and the iROAS a test has to beat. One small Python file, standard library only.
Spec for a Meta creative dashboard that reaches the order: tables, join keys, metrics and SQL joining Meta ads to posts, GA4 and first-party orders. By Brinker Analytics.
Turn a finished geo test's daily numbers into a one-page readout, with the checks in the order I read them, and the decision options written out at the end.
Lay your post-purchase survey answers ("How did you hear about us?") next to each channel's share of spend, impressions and attributed orders, period by period, and see which channels customers name more or less often than the rest of your measurement would suggest.
Check whether the number you steer by day to day (MER, platform ROAS, contribution margin, anything you can build from your own columns) still moves with EBITDA, at daily, weekly and monthly grain.
Plan geo holdout test length with MDE, power and consideration cycles. By Brinker Analytics.
Three pre-launch checks for geo experiments: comparison strength, required spend, and whether the business can act. By Brinker Analytics.
Put Shopify orders, Meta and Google claims, GA4 and MTA on one sheet to see where they agree and overlap. By Brinker Analytics.
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