AMA: Counterpart Marketing Lead, Erika Barbosa on Tech Stack

It starts with clarity on what data actually needs to move between systems and why.It’s easy to fall into the trap of syncing everything, but that usually leads to unnece...

Good segmentation starts with clean data. No matter how sophisticated your tools are, if the data is messy or incomplete, the targeting will fall flat. So I put a lot of ...

I try to start with the outcome we’re driving toward, not just the channels we’re using. That makes it easier to track performance in a way that’s meaningful and not just...

Attribution modeling is tricky because most traditional models can over credit the last or first touch without showing the true impact of each channel. To get closer to r...

I try to build testing into the process wherever it makes sense, rather than treating it as something separate or extra. Not every campaign needs an A/B test, but when th...