Experimentation, plumbed into the warehouse
Five links on A/B testing that ties back to revenue.
1. Feature flags vs experiments — they overlap but aren't the same, here's the line. Source: a PostHog explainer.
2. Statrigor without a stats degree — sequential testing and why peeking ruins results. Source: an experimentation blog.
3. Warehouse-native experimentation — computing lift in SQL instead of a tool's black box. Source: Eppo blog.
4. The metric tree — connecting a button test to ARR. Source: Reforge.
5. Why most A/B tests are underpowered — the sample-size reality check. Source: a CRO thread.
That's the stack for this week. Forward to a teammate.
Five links on A/B testing that ties back to revenue.
1. Feature flags vs experiments — they overlap but aren't the same, here's the line. Source: a PostHog explainer.
2. Statrigor without a stats degree — sequential testing and why peeking ruins results. Source: an experimentation blog.
3. Warehouse-native experimentation — computing lift in SQL instead of a tool's black box. Source: Eppo blog.
4. The metric tree — connecting a button test to ARR. Source: Reforge.
5. Why most A/B tests are underpowered — the sample-size reality check. Source: a CRO thread.
That's the stack for this week. Forward to a teammate.
Consent plumbing, done properly
Most teams bolt on a banner and call it compliance. These go a level deeper on the wiring.
— 1. Google Consent Mode v2 advanced vs basic — Simo Ahava's breakdown of what actually fires before consent in each mode; the modeling caveat alone saves a reporting mess. Source: simoahava.com.
— 2. OneTrust vs Cookiebot vs Osano field notes — a practitioner thread comparing geo-rule granularity, not feature checklists. Source: r/analytics.
— 3. Server-side consent forwarding — passing consent signals through your sGTM container so downstream tags respect it. Source: Stape blog.
— 4. IAB TCF string anatomy — what those base64 consent strings encode, decoded byte by byte. Source: IAB Tech Lab.
Skip if you only serve US traffic. Essential the day you take a single EU click.
That's the stack for this week. Forward to a teammate.
Most teams bolt on a banner and call it compliance. These go a level deeper on the wiring.
— 1. Google Consent Mode v2 advanced vs basic — Simo Ahava's breakdown of what actually fires before consent in each mode; the modeling caveat alone saves a reporting mess. Source: simoahava.com.
— 2. OneTrust vs Cookiebot vs Osano field notes — a practitioner thread comparing geo-rule granularity, not feature checklists. Source: r/analytics.
— 3. Server-side consent forwarding — passing consent signals through your sGTM container so downstream tags respect it. Source: Stape blog.
— 4. IAB TCF string anatomy — what those base64 consent strings encode, decoded byte by byte. Source: IAB Tech Lab.
Skip if you only serve US traffic. Essential the day you take a single EU click.
That's the stack for this week. Forward to a teammate.
Switch attribution models without starting a turf war
The change-management checklist, not the math one.
1 — Run the new model in shadow alongside the old one for a full sales cycle.
Why: showing both numbers side by side disarms the 'you're stealing my credit' fight.
2 — Document which channels gain and lose credit before the meeting.
Why: the channel owners who lose will find out anyway; better they hear it from you.
3 — Freeze the model during the comparison window.
Why: tweaking weights mid-test makes the deltas un-interpretable.
4 — Pick a switch date that aligns to a reporting boundary, never mid-quarter.
Why: a number that changes definition mid-quarter is a forecast nobody can defend.
That's the stack for this week. Forward to a teammate.
—
Рядом обитают: @MarTechNotesHub (crm)
The change-management checklist, not the math one.
1 — Run the new model in shadow alongside the old one for a full sales cycle.
Why: showing both numbers side by side disarms the 'you're stealing my credit' fight.
2 — Document which channels gain and lose credit before the meeting.
Why: the channel owners who lose will find out anyway; better they hear it from you.
3 — Freeze the model during the comparison window.
Why: tweaking weights mid-test makes the deltas un-interpretable.
4 — Pick a switch date that aligns to a reporting boundary, never mid-quarter.
Why: a number that changes definition mid-quarter is a forecast nobody can defend.
That's the stack for this week. Forward to a teammate.
—
Рядом обитают: @MarTechNotesHub (crm)
Reverse ETL reads worth your weekend
The layer that pushes warehouse data back into your tools is finally documented well. Five picks:
— 1. Hightouch's "Composable CDP" whitepaper — the clearest argument for ditching packaged CDPs in favor of your warehouse as the source of truth. Source: Hightouch docs.
— 2. Census on sync diffing — how incremental syncs actually detect row changes without re-sending everything; the section on watermark columns is the keeper. Source: Census engineering blog.
— 3. dbt's "metrics layer" RFC — read the original discussion thread, not the marketing page; the tradeoffs are in the comments. Source: dbt GitHub.
— 4. Snowplow's event modeling guide — schema design before you pipe anything anywhere. Source: Snowplow docs.
— 5. "Modern Data Stack is a fallacy" by Pedram Navid — the necessary counter-read so you don't drink it all. Source: pedramnavid.com.
Skip if you're under 1M monthly events. Essential if your activation is bottlenecked on engineering.
That's the stack for this week. Forward to a teammate.
The layer that pushes warehouse data back into your tools is finally documented well. Five picks:
— 1. Hightouch's "Composable CDP" whitepaper — the clearest argument for ditching packaged CDPs in favor of your warehouse as the source of truth. Source: Hightouch docs.
— 2. Census on sync diffing — how incremental syncs actually detect row changes without re-sending everything; the section on watermark columns is the keeper. Source: Census engineering blog.
— 3. dbt's "metrics layer" RFC — read the original discussion thread, not the marketing page; the tradeoffs are in the comments. Source: dbt GitHub.
— 4. Snowplow's event modeling guide — schema design before you pipe anything anywhere. Source: Snowplow docs.
— 5. "Modern Data Stack is a fallacy" by Pedram Navid — the necessary counter-read so you don't drink it all. Source: pedramnavid.com.
Skip if you're under 1M monthly events. Essential if your activation is bottlenecked on engineering.
That's the stack for this week. Forward to a teammate.
Identity resolution without the vendor pitch
Stitching one human across devices is the hardest part of any stack. Vendor-neutral reads only.
— 1. "Deterministic vs probabilistic matching" — when a hashed email beats a fuzzy fingerprint, and the false-merge cost of getting it wrong. Source: Segment Academy.
— 2. Identity graph data modeling — how to store edges so you can un-merge later (you will need to). Source: RudderStack blog.
— 3. UTM hygiene as identity input — Avinash Kaushik on why dirty campaign tags poison every downstream join. Source: kaushik.net.
— 4. Apple's Private Click Measurement explainer — the model that survives without third-party cookies. Source: WebKit blog.
Skip if you have one channel and one device type. Essential if you run cross-device retargeting.
That's the stack for this week. Forward to a teammate.
Stitching one human across devices is the hardest part of any stack. Vendor-neutral reads only.
— 1. "Deterministic vs probabilistic matching" — when a hashed email beats a fuzzy fingerprint, and the false-merge cost of getting it wrong. Source: Segment Academy.
— 2. Identity graph data modeling — how to store edges so you can un-merge later (you will need to). Source: RudderStack blog.
— 3. UTM hygiene as identity input — Avinash Kaushik on why dirty campaign tags poison every downstream join. Source: kaushik.net.
— 4. Apple's Private Click Measurement explainer — the model that survives without third-party cookies. Source: WebKit blog.
Skip if you have one channel and one device type. Essential if you run cross-device retargeting.
That's the stack for this week. Forward to a teammate.