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Juuso Lyytikkä

Discovering the state of digital marketing, and questioning where it’s going

At the end of 2022, Funnel released a survey of American and European digital marketers. We dug into the problems they face when working with and anal...

CTV strategy

CTV strategy: how to scale, complete the funnel, and measure

Are you ready to take your advertising to the next level? Connected TV (CTV) advertising is quickly becoming the go-to choice for brands looking to re...

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Learn Google Analytics 4 with this list of top resources

If you’re familiar with Google Ads and using Google to optimize your ad campaigns, there’s another Google product you should consider to track, analyz...

What is an ETL

What is an ETL? Everything Marketers need to know

What is an ETL tool? Plenty of professionals use them to make data collection and analysis easier. As a marketer, you will likely use ETL solutions to...

top performance marketing tools

Top 12 Performance Marketing tools

Marketing data can be a double-edged sword. The potential insight it offers is immense, and when managed properly, it can be a game-changer. That said...

How to allocate your digital marketing budget across channels

Are you wondering how to go about the marketing budget allocation by channel? Well, it is a tricky subject for all businesses today, irrespective of s...

digital marketing attribution

The digital marketing attribution problem

The wrong answer to the right question Attribution seems to be the word on every marketer’s lips right now. Listen in on any topical marketing discuss...

The critical skills every performance marketer needs

Back in the 1980s, the burger chain A&W wanted to beat McDonald’s and its famous quarter pounder burger. Their idea was quite simple: launch a big...

performance marketing metrics

10 essential performance marketing metrics to monitor

Online marketing has introduced unparalleled possibilities for marketing teams to collect precise and relevant data. Using this data, digital marketer...

chess pieces to represent data sources for marketers

Top marketing data sources for a data & insights driven strategy

For performance marketers and digital strategists, data is the key to success. Marketing teams are analyzing more customer and business data than ever...

two people discussing their performance marketing strategy

What is performance marketing & how to start today

Statistics show that more than $450 billion was spent on digital advertising in 2021, and that number is only expected to keep climbing. In fact, it’s...

A hand pointing to a graph in the context of behavioural versus contextual targeting

Behavioral vs. contextual targeting: the difference explained

Marketers have relied on behavioral targeting for years to leverage data about consumer behavior and create relevant messages that resonate deeply and...

How to solve Google Analytics 4 quota issues in Looker Studio

Read on if you are looking for ways to handle the errors you might see in Looker Studio, like "Data set configuration error". These errors can be the ...

two women showing each other their peak season shopping

Best practices for peak season reporting

Most retail businesses experience their peak season between Halloween and New Year. It can include Black Friday, Cyber Monday, Christmas, Hanukkah, an...

An ipad and newspaper on a desk to represent the PESO framework

Using the PESO framework in digital marketing

At one time, the only way for companies to tap into their target audiences was by interrupting them with paid media channels like television advertise...

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Marketers reveal they lack data confidence

Marketers suffer from low confidence due to a skills and technology gap according to new research. With data taking on a stronger role in decision mak...

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What is data classification: best practices and types

Working with uncategorized, disorganized data is challenging. Imagine getting inside a library to find a book without knowing where it might be. The b...

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How user experience metrics drastically improve your e-commerce site

E-commerce is a competitive digital business model. Over the past decade or so, global e-commerce sales have been moving in one direction: up. As the ...

Performance marketing vs. brand marketing - and how they work together

What results do you expect from your marketing campaigns? How you answer that question probably depends on whether you focus on performance marketing ...

a stack of pancakes to represent the modern data stack

What is a modern data stack?

Warm, fluffy stacks, covered in sweet and sticky maple syrup. Oh, sorry. We’re not talking about pancakes today. Instead, we’re diving into what is a ...

Why marketing automation is a must in your 2023 marketing strategy

Marketing automation can boost the efficiency of your marketing team, your sales productivity, and the overall performance of your business. It’s no w...

Halloween email campaigns

Five Halloween email campaign examples to hallo-win your audience

Now that spooky season has finally arrived again, marketers have a great opportunity to capitalize on the frighteningly festive holiday. One ghoulishl...

Score the best shoppers with these Black Friday email marketing tips

Black Friday is one of the biggest consumer shopping days of the year. While the holiday season seems to start earlier every year, a great Black Frida...

Image of a screen with ad data on it, visualized

Why modern marketers shouldn’t focus on ROAS alone

Marketing is one of the fastest adapting roles out there - digital advertising, media buying, and performance marketing in particular. The role of a m...

3 critical trends in advertising right now and in 2023

Are you finding it hard to understand how your marketing is performing in the context of the current market? You might be relieved to find out you are...

Client reporting best practices: 9 simple tips

As a digital marketer, how do you see client reporting?  Do you look forward to generating reports at the end of every month, or see it as a gruelling...

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What are the benefits of server-side tagging?

The benefits of server-side tagging are many. You regain control of your data and what is shared with third-party marketing platforms. You improve bot...

Paint a clear picture with good marketing reporting

The ultimate guide to digital marketing reporting

Marketing reporting is a key part of a modern marketer’s role. It doesn't matter if you work in an agency, as a freelancer or if you are part of an in...

what is a data model

What is a data model, & how does it work in Google Analytics 4?

Data models can be powerful tools for marketers and analysts. They can help present a clearer picture of what tactics contribute most to overall perfo...

data visualization

All about data visualization — what, why, how?

Data visualization is an essential tool for any modern marketer. After all, what good are all of your performance metrics if you can’t see what’s happ...

Disco ball at a party

Setting up your first-party data strategy: 6 smart ways to start

Third-party cookies are disappearing. We’ve accepted that as digital marketers. In the beginning, it felt like a shock, and a little kick to the gut. ...

What is data cleaning? Your complete guide.

Data cleaning is an integral part of every savvy digital marketer’s tool belt. It is essential to use data cleaning (sometimes also referred to as dat...

data transformation examples

Data transformation examples

When it comes to working effectively with data from multiple sources, transformation will inevitably become a critical part of your process. As we’ve ...

tree representing the reliability of data

What is data reliability in marketing?

What is data reliability?  Data reliability is the consistency of your data - that you get the data you expect, when and how you expect it. Data relia...

What is data wrangling? A cowboy-style explanation

There are several symbolic visuals that can represent the American West. However, few of them are as powerful (or as popular) as the cowboy. Rugged. S...

Data mapping is to prevent putting oranges with apples

Your guide to data mapping

As the old saying goes, you can’t compare apples and oranges. Nor can you compare grandmothers and toads, cows and long johns, or honey and butter. Ma...

data transformation

Which data transformation tools are best for digital marketers?

As we covered in a recent article, data transformation is a critical part of data maintenance and analysis. But what data transformation tools are ava...

explore depths of data transformation

What is data transformation?

The question of “what is data transformation” can have a wide array of answers that range from surface level overviews to heavy, deep explorations tha...

GA4 vs Universal Analytics - 7 key differences

Universal Analytics (UA) is approaching its final year of existence before being deprecated in July 2023, making way for Google Analytics 4 (GA4). Des...

what to include in a marketing report

What to include in your digital marketing report

“What to include in a marketing report” is an age-old question that has challenged marketers since before the dawn of digital advertising.  Luckily fo...

marketing reporting automation

Marketing reporting automation: Why and how to start

Marketing reporting automation can be a game changer for digital marketers. It can totally change your perspective on what’s possible in your role, re...

top visualization tools

The best data visualization tools — according to Funnel

With so many choices available to marketers today, how does someone go about determining the top visualization tools? Not to worry — we’ve done it for...

misleading visualizations

What are misleading visualizations and how do you avoid them?

For many people, misleading visualizations are a dangerous pitfall that can lead any well-intentioned insight astray.  Sometimes, these graphics may h...

Funnel named Snowflake Marketplace Partner of the Year

Stockholm, 14 June 2022 — Funnel today announced that it has been named the 2022 Marketplace Partner of the Year - SaaS award winner by Snowflake, the...

Data visualization ideas that will inspire you

There are seemingly limitless ways to present data graphically. But, what are some of the more effective data visualization ideas out there? How do yo...

How to make a marketing report that accounts for macro trends blog image

How to make a marketing report that accounts for macro trends

In my first marketing job, there was a running joke. When performance was up, it was thanks to our hard work. But if performance dipped, it was always...

Customize your campaigns for results

In the digital media space, customizing your campaigns is the key to success. Customizing the planning phase of a campaign is second nature for digita...

Slide deck design tips for presenting insights and data

Improving your slide deck design is a sure fire way to take the stories told by your marketing data visualizations from good to great. Whether you're ...

Improving your data pipelines to Power BI

In large organizations, data is a critical component in planning business strategies and measuring success.  As a company grows, though, their data ne...

marketing performance dashboards need data organization

How to create a marketing performance dashboard - that really works

The best marketing performance dashboards can deliver stunning visualizations that clearly highlight critical insights while also telling a compelling...

How to report marketing data to C-level executives

There comes a day in every digital marketer’s life when they are asked to present their team’s performance reporting to the “big wigs.” You know, the ...

A picture representing a data mesh

What is data mesh, and what are its benefits?

Data mesh is a decentralized approach to data architecture that has recently increased in popularity. Within the data mesh approach, data ownership is...

Funnel partners with Google

Funnel Achieves Google Cloud Ready - BigQuery Designation

Funnel today announced it has achieved the Google Cloud Ready - BigQuery designation, a partner integration validation program that increases customer...

The importance of data cleaning in marketing analytics

This post is an expansion on an excellent piece titled “Data Cleaning IS Analysis, Not Grunt Work” by Randy Au, here in the context of marketing analy...

SMART goals for digital marketing

SMART goals for digital marketing

Goals have a quirky quality, not very different from new year’s resolutions. If you’re not intentional with them, it doesn’t take long until they go t...

PPC vs Marketplaces: Finding Your Marketing Mix

The main difference between PPC and marketplaces is that PPC drives traffic to your website or webshop, while advertising on marketplaces will lead vi...

The 6-point list to do kickass marketing reporting

The questions digital marketers have about reporting (and the answers)

Funnel asked 1000+ digital marketers what they wanted to know about marketing reporting, and we have the answers. Keep reading if you want to know wha...

Instagram Insights to Increase organic Audience

How to analyze Instagram insights to increase organic audience

Instagram is one of the biggest platforms with billions of active users. As high as 71% of businesses use it to reach and attract potential customers....

Marketing data warehouse: everything you need to know

Hey there, marketer! You have probably heard of Funnel, or even better, you are using it. If so, you already know that getting an overview of all your...

6 CRM reports every marketer should use

6 CRM reports every marketer should use

A CRM isn’t a simple warehouse for information about leads and sales. CRM definition implies handling relationships with clients through regular analy...

YouTube Marketing: Everything you need to know

How many times have you wasted your afternoons by watching random YouTube videos for hours? We have all been there. But have you ever thought about ho...

Funnel founders Fredrik Skantze and Per Made.

Funnel Raises $66 Million Pre-IPO Financing, Ahead of IPO on Nasdaq Stockholm

Stockholm, October 12, 2021. SaaS scaleup Funnel, the leading Data Platform for Marketing, has closed a Pre-IPO investment of $66 Million USD of prima...

The Dream Team: Web Analytics and Digital Marketing Analytics

While web analytics can provide a glimpse into the performance of your online shop, it's only one part of the puzzle. Your pursuit of additional insig...

LTV to CAC ratio—are you leaving customers on the table?

Customer acquisition cost (CAC) and lifetime value (LTV) are vital eCommerce and SaaS metrics that companies use to measure how much investment is req...

Are 3rd party cookies going away? The answer is 'Yes'

3d party cookies are going away. Prepare your marketing for it! What's all this fuss over cookies? And why are third-party cookies going away? In this...

How to use marketing performance data to create revenue projection reports

In Arthur Conan Doyle's 1887 book 'A Study in Scarlet,' iconic detective Sherlock Holmes makes a comment that still applies today: "It is a capital mi...

The essential 7-part series to mastering marketing data

Check out our 7-part series on "Mastering marketing data" to learn how to get the most out of your analytics and reporting. This is for digital market...

Tiktok ads for digital agencies

A complete guide to Tiktok Ads for digital agencies

TikTok is the cool, new kid on the block that everyone can't help but notice. With over 2 billion app downloads and a user base of more than 689 milli...

Ad campaign name tool: Campaign name & URL builder spreadsheet

I recently wrote a post about how to name your advertising campaigns in a way that makes managing your ad accounts easier. One of the most important l...

Funnel new branding

Same mission, but with an explosive new brand

Fredrik, our fearless CEO, walks into the Marketing area to find Juuso, VP of Growth, stuck staring at his whiteboard. “Juuso, you’ve been staring at ...

The 7 different types of marketing reports explained

A question that many business owners ask their marketing team is, “How are we doing?” The marketing team addresses the query with a marketing report. ...

A complete guide to Pinterest ads for digital agencies

As of Q4 2020, Pinterest has amassed over 459 million active monthly users and its audience base continues to grow, capturing the attention of the pre...

An image showing how you can set up your campaign naming convention

How to name your digital advertising campaign like a pro

Can you tell how every campaign is set up by looking at your ad accounts? What product is it promoting? Who is it targeting? If not, you might want to...

How to add UK digital service tax to your advertising spend with Funnel.io

How to add UK Digital Service Tax to your advertising spend

Last year, the UK government introduced a digital service tax (DST). This tax aimed to take a cut of revenues from advertising platforms. While some p...

Snowflake Data Summit 2021

Closing the gap between data engineering & marketing with Funnel and Snowflake

We’re excited to be a part of the Snowflake Data Summit 2021: Data Together Now. When we chose to partner with Snowflake, over a year ago now, we did ...

How does the Funnel marketing team use Funnel?

If I asked you a question about your marketing performance, how long would it take for you to give an accurate answer? Could you answer in a couple of...

How to report on the See, Think, Do, Care marketing funnel

You can look at a marketing funnel in many ways, but the principle remains the same for your marketing strategy and how you structure your campaigns. ...

Overcoming Facebook’s Aggregated Events Measurement with Google Analytics data

Overcoming Facebook’s Aggregated Events Measurement with Google Analytics data

With Apple’s recent release of iOS 14.5, marketers are expected to have a hard time optimizing their media spend on Facebook Ads. Though iOS 14.5 intr...

How to hit your digital marketing out of the park in 2021

Data has always been vital to marketers for optimizing their digital marketing campaigns - at least for the good ones. In the 80s, David Ogilvy wrote ...

What is iOS 14 and what do marketers need to know?

What is iOS 14.5 and what do marketers need to know?

Since last year in 2020 when Apple announced their new App Tracking Transparency Framework (ATT) that will roll out with their iOS 14.5 update, busine...

Top 5 challenges when moving your digital marketing in house

Top 5 challenges when moving your digital marketing in house

Are you thinking about moving your marketing in house? Want to know how to avoid the risks? I've compiled a list of the most common challenges for dig...

How to use Abandoned Cart Retargeting

Cart abandonment is one of the problems that's been bothering eCommerce retailers and marketers alike. Luckily, modern technology gives marketing prof...

The pros and cons to in-house advertising

What does it mean to have an in-house advertising team? For those unfamiliar with the term in-housing, I’m referring to the process of transitioning f...

Impact of iOS 14 on Mobile Advertising hero image

The Impact of iOS 14 on Mobile Advertising

In June 2020, Apple shocked the mobile marketing world with the announcement of their new App Tracking Transparency Framework (ATT). It was originally...

Data Studio Templates for Ecommerce Marketers

Looker Studio Templates for Ecommerce Marketers

As an ecommerce marketer you have access to a lot of data about the effectiveness of your marketing campaigns. The challenge comes when you’re looking...

How to measure the success of your Q5 Campaigns

For e-commerce marketers it’s all about the lead up to the holiday season during Q4, and for many e-commerce companies it can be the most profitable t...

From Attribution Modeling to Reporting: a Multi-Touch Attribution Solution with Funnel & Looker

From Attribution Modeling to Reporting: a Multi-Touch Attribution Solution with Funnel & Looker

Since the beginning of marketing, businesses have attempted to understand the influence their marketing activities have on their bottom-line. Today, M...

How does Funnel think about attribution models

How Does the Funnel Team Think About Attribution

The digital marketing landscape is one of endless opportunities. With an ever-growing set of tools and platforms to choose from, there is no shortage ...

Build vs. Buy - Marketing Data Infrastructure

To make your business truly data-driven you need to have full control over the data. A well-designed data collection solution gathers data from multip...

blog-modern-mad-men

Modern Mad Men

What would the Manhattan-swilling, cigarette-smoking, suit-clad advertising executives be doing if AMC’s hit show Mad Men were set in today’s advertis...

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A Beginners Guide to Retargeting

You work so hard to attract people to your website with a variety of marketing activities and platforms. However, when they finally arrive, the chance...

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How to easily set up Google Analytics tracking for Ecommerce

Google Analytics is by far the most used analytics tool available. It’s estimated that more than 80% of all websites worldwide use Google Analytics (G...

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Are you responsible for these common data aggregation mistakes?

Funnel, at its foundation, is a data aggregation service. As such, it should come as little surprise that a common topic for discussions we have inter...

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DIY SEM Analysis - Google Adwords Audit

After working with multiple advertisers ranging from small ecommerce companies to big retail brands we have noticed that there is almost always a coup...

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A Complete Guide to AdWords Conversions: View Through, Call Conversions and More

For anyone working in digital marketing, it can be a challenge to keep track of the multitude of AdWords conversions conversions from view through to ...

Why you shouldn’t use pie charts - Avoid these visualization mistakes

I was talking to a colleague the other day who told me about a conversation they just had with a customer. The customer had asked “Why can’t I create ...

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How to get the most out of your Digital Marketing Agency [CHECKLIST]

Most media buyers use a digital marketing agency to build and optimize campaigns. A good agency can multiply your marketing power and increase the ret...

Funnel raises $10 million led by Balderton to report on all marketing data

Today we have some exciting news to share! Funnel has raised a $10 million Series A financing from Balderton and our existing investors Industrifonden...

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This is what you can do with cost data in Google Analytics

Each time a person visits your website, Google Analytics will try to figure out how they got there. That is, what link they clicked or if they typed y...