Angles track 🧭 · six sessions, no code needed
The angles from which a data team looks at marketing. How marketers think and what they really ask, eleven channels read in the same four beats, acquisition cohorts by channel, segment value and payback, and lift tests read honestly, including the result that says nothing worked.
How marketers think, and the question behind the ask
The funnel as marketers draw it, brand against performance and the contested 60:40, and the habit of turning a vague ask into a decision question with an owner.
🔎Angles session 2Owned and earned channels: search, content, social, PR
SEO, content, organic social and creators, and PR, each in four beats: what it is, what marketers watch, the vanity trap, and where data adds value.
💸Angles session 3Paid and lifecycle channels: auctions, inboxes and partners
Paid search and paid social, email and CRM, affiliates and influencers, events. Platform ROAS is self-reported; opens broke in 2021; a scorecard where every metric names its decision.
🪣Angles session 4Acquisition cohorts by channel
Group customers by the month and channel that brought them, and read where each cohort leaks. The channel that wins the first order is often not the one that wins the second.
🎯Angles session 5Segment and value: who deserves the next dollar
CAC, payback and margin by segment, CLV as an input, and the difference between the cheapest customer to win and the best one to keep.
🧪Angles session 6Campaign lift and brand health
Test against control, holdouts, and reading a lift test honestly, including the no-effect result; brand tracking waves and their intervals; and where attribution takes over.
Partnership track 🤝 · four sessions, the working relationship
How to work with marketing, brand and BD: their scoreboards and calendar, whose job each ask is, the front door and the service menu, and how to say no with a deliverable and a date. The bench is a request triage desk computed in your browser.
In their shoes: what marketing, brand and BD are measured on
Three scoreboards on three clocks, a calendar fixed months ago, five words that mean two things, and a stakeholder map of Kettle & Co.
🗺️Partnership session 2 · bench nightThe ownership map: a request triage desk
Tag every ask external, internal or both; a RACI for 24 asks; a desk where yes-to-everything starves the queue and no-to-everything feeds decisions on anecdote. Then the break button.
📥Partnership session 3Intake and the service menu
Turning "can you do market research?" into a scoped ask: the intake template, and a one-page menu of what data offers marketing, with turnaround times.
🤝Partnership session 4Pushing back well
Scripts for the top complaints, each opening with a deliverable and a date before the boundary; the escalation path; and when the right answer is yes.
Your passport 🎫
Clear all three quiz questions in a session and it gets stamped. Ten stamps means you can read any marketing channel's numbers for what they decide, tag any ask by whose job it is, and say no with a deliverable and a date. Stamps live in this browser only.
What this is not, so you land in the right place 🧭
| If your question is | Go here instead |
|---|---|
| I am a marketer: how do I position, plan and budget? | Marketing ↗ |
| Which touchpoint gets the credit, and how do MMM and geo-lift work? | Marketing Attribution ↗ |
| How do I use AI to write the SEO, content, ads and emails? | AI + Marketing ↗ |
| How do I compute CLV or build a churn model? | Customer Retention ↗ |
| How do I read the store funnel and the checkout? | E-commerce Metrics ↗ · User Journey Analytics ↗ |
| How do I run the discovery interview itself? | Asking the Right Questions ↗ |
| I am the analyst marketing, brand and BD come to, and I want to read their numbers well and know whose job each ask is. | you are in the right place |
Marketing analytics as a working relationship. Kettle & Co is constructed; platform facts are read from the platforms' own help pages and dated; contested claims, such as the 60:40 brand split, are taught as contested.
Choose your path 🗺️
Three doors into the same conviction: read the number for the decision it informs, and know whose decision it is.
What is honest here 🧾
The running company is constructed and says so on every page. Platform facts are read from the platforms' own pages and dated, because they change. Where a claim is contested, the page teaches both sides.
| Claim | Status |
|---|---|
| Kettle & Co, its people, its 24 asks, its hours and its channel data | Constructed, and labelled each time |
| Every number on the triage desk | Computed in your browser from the constructed stream; a Python reference prints the same integers; the queue rule and hours are modelled |
| How search, attribution windows, conversion modelling and Mail Privacy Protection work | Read at the platforms' own pages, dated, and flagged to re-check before you rely on them |
| The 60:40 brand and activation split | Contested, and taught as contested: the original claim, its category caveats and its critics |
| Market research and penetration strategy belong to marketing and BD | A stance, argued with its reason, next to the alternative model that some good teams run |
The knowledge map 🧠
Both tracks at a glance - hover a session to spotlight its concepts, click any node to jump in.