What are UTM Parameters? UTM parameters are identifiers that digital marketers can add to URLS to enable tracking for traffic sources, website visitors and attributing and modeling important events like conversions or sales. UTM parameters are typically used in digital campaign URLs to label the marketing channel and campaign that …

Machine Learning + Causal Inference OutPoint’s machine learning models rely upon causal inference methodologies. Causal inference is the process of determining the independent, estimated lift from spending on a particular channel that is a component of a larger cross-channel portfolio. We specifically use causal inference to derive incremental lift signals …

Why Is Marginal Decision Making So Impactful? In economics, marginal thinking requires decision-makers to evaluate whether the benefit of one more unit of something is greater than its additional (i.e.., marginal) cost. In the OutPoint case, we evaluate whether the expected return from an additional dollar of ad spend is …

A discussion with Rachel Zimmer (GM, Entrepreneur First) and Rob Palumbo , (CEO, OutPoint ) Introduction Should high-growth companies treat Marketing as an Art or a Science? Are traditional marketers or growth marketers more effective in their roles? The role of Art vs. Science in the field of Marketing is …

What's the vision behind the work Sean Billings and I are doing at OutPoint, and why do we think it is so important? This year, global ad spend will jump 10.2% to a record $651 Billion (with a B) in 2021 after falling 4.1% in 2020. But behind the record …

The paid media landscape is complex. New channels are constantly emerging, and existing ones are evolving. As more competitors enter the market and audiences tap out within channels, customer acquisition costs (CAC) continue to rise . That's where channel diversification can help. But diversifying paid ad spend across channels to …

Peter Thiel has a famous quote on channel mix from Zero to One that I *used* to love, but I recently changed my POV on: "The kitchen sink approach doesn't work... If you get just one channel to work you have a great business." - Zero to One In retrospect, …