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With all the commotion around Twitter, Mastodon, and the Fediverse (what is the Fediverse video) I've been reading into the alternatives to centralised and content silos.

IndieWebifying my Blog - part 1

Adopting Basecamps 'Shape-Up' method at Prezly transformed our company. In an introductory video by Ryan Singer (author of the method) he talked about the three main reasons people are interested in the method

What we learned in 3 months of using the Shape-up approach

A series of posts about solving marketing attribution using Segment.com and Lambda

#374151

On February we allowed visitors on the website to sign up for a 14-day trial. At that time we decided to get rid of Hubspot because:

Day 11 - Sales Attribution

The code has been running over half a year, quick retrospective

Day 10 - Six months later

We now have a segment.com personas in our subscription and I am wondering if that can replace parts of the solution? Specifically the 'journey' product they recently launched.

When comparing the Prezly sales pipeline Hubspot data against what I was seeing in Mixpanel there was a 10% difference. We could work with a 10% difference for most of the marketing decisions but at the same time could not use Mixpanel only for all marketing/sales reporting.

Day 9 - Dealing with tracking/ad blockers

Knowing where visitors come from and the different attribution models (first touch, last touch,...) is not that useful if not linked with sales data.

Day 8 - Feeding in sales data

At Prezly we're using Hubspot as a sales CRM together with segment. Now Segment and Hubspot don't really get a long too well. Hubspot has their own way of doing things (visitor identification, attribution modelling,...) and the data isn't easily exchangeable.

We now have the code (lambdas) to tell segment about the first and last visitor source (twitter, facebook, ads,…). Let’s do something useful with this.

Day 7 - Reporting on visitor sources

So in the first 5 days we have created and deployed some lambda functions that:

Day 6 - Feeding source attribution data back to Segment.com

I have a full archive of all segment events in our Postgres warehouse that I now want to feed the system. Let’s try to make that happen.

Day 5 - Feed old events

I have exported the postgres pages and identifies table in CSV files of 500k rows per file.

Today we’ll run the app in production and provide an API to allow us to query by userId and anonymousId

Day 4 - Run in production + API

Add these functions to your serverless.yml

I was reading up on using Lambda, Node and DynamoDB and found some samples with much cleaner/easier code.

Day 3 - Cleanup & Identify Visitor Source

Today I only want to deploy some simple code to capture and store track() and identify() calls.

Day 2 - Capture segment events

This is the first day in a series to solve marketing attribution. If you want to learn about why I am doing this please read my initial post.

Day 1 - The Masterplan

We’re already sending analytics calls that would allow me to tie everything together:

I have yet to meet the first marketer telling me they have solved marketing attribution. Sure, plenty of talks throwing around keywords such as multi touch attributionand numerous blog posts about how important marketing attribution is.

Solving Marketing Attribution