Analytics

CAC Payback Period is one of the most referenced, yet miscalculated, metrics in the tech world. Today we’ll cover the following: I. The Art - What it is. II. The Science - Two preferred ways to calcul...

Marketing analytics and marketing data are umbrella terms that can encompass many, many different activities. For this article, we’ll cover three specific use cases for marketing data: Measurement: To...

Which marketing metrics does the board really want to see? Every month, I spend a ton of time prepping a report for our CEO, and even more time at the end of every quarter building out slides for our ...

I started OpenView’s first SaaS benchmarks report in 2017 (!) because there frankly wasn’t useful metrics data for startups. We didn’t have an objective view into what metrics were “good” and “great” ...

Lenny recently published a fantastic article on B2C attribution, which made me feel a twinge of sadness for the sorry state of B2B attribution. The post is packed with so much sophistication around B2...