Standard Deviation Podcast

Attribution, MMM, MTA and all the other Ms

Episode Summary

In the latest episode of Standard Deviation Podcast, we are joined by attribution expert, Barbara Galiza, for a deep dive into measurement done right. We discuss how to navigate server-side tagging, the best use cases for MTA versus MMM, and why incrementality testing often cuts through the noise better than flashy dashboards or AI-driven hype. In the intro, we will also chat about Google's surprise changes to Analytics cookies and explore the ups and downs of managing product releases, especially when plugins update faster than users can keep up.

Episode Notes

This Podcast is sponsored by Team Simmer.

• Go to TeamSimmer and use the coupon code DEVIATE for 10% on individual course purchases.
• The Technical Marketing Handbook provides a comprehensive journey through technical marketing principles.
• Sign up to the Simmer Newsletter for the latest news in Technical Marketing.

Latest content from Juliana & Simo

• Sign-up to Juliana's newsletter: Beyond The Mean. Subscribe here: https://julianajackson.substack.com/
• Latest from Simo: Basic Consent Mode Guide
• Latest from Juliana: Don't use LLMs to do Data Analysis

Connect With Barbara Galiza

• Linkedin: https://www.linkedin.com/in/barbara-galiza/
• Attribution Masterclass: https://attributionmasterclass.com/ (use the coupon code DEVIATION. It's 25% ($100) off )
• 021 Newsletter: https://www.021newsletter.com/

Also mentioned in the episode:

• David Vallejo - GA4 new cookie format explained - https://www.thyngster.com/google-analytics-4-cookie-format-change-from-gs1-to-gs2-explained

Shouts to Slobodan Manic and No Hacks Podcast for helping me with some technical difficulties on this episode. Go ahead and check his podcast for thought provoking conversations about CRO/Growth and product.