Martech and analytics
I'm Uğur Çoban, a martech and analytics consultant. I write up the tracking, attribution and ecommerce data problems I work on, with the setup that fixed them and the numbers to check it.
New posts on tracking, analytics, Shopify data and AI search.
E-Commerce··12 min read
ChatGPT now sends shoppers to your own checkout while Google sells inside AI Mode and Gemini. Here is the product data, policy and tracking work Shopify stores should finish before Black Friday.
Data & Analytics··9 min read
GA4 now has an AI Assistant channel, but a single ChatGPT visitor can still land in three different channels. What the channel...
E-Commerce··8 min read
Twenty apps at thirty dollars a month is seven thousand dollars a year, and that is only the visible cost. The heavier...
Data & Analytics··8 min read
Broken tracking is the most expensive problem in ecommerce advertising because it never announces itself. No error appears, conversions keep counting, and...
The articles readers opened most in the last 90 days.
Data & Analytics··17 min read
E-Commerce··25 min read
CRM··5 min read
Every topic with at least three articles, newest posts first.
Marketing analytics is the work of collecting reliable data about what people do and turning it into numbers a team can act on.
AI in marketing means using machine learning and large language models for decisions that used to rest on manual rules: what to recommend, what to show, and how content gets...
Marketing technology, or martech, is the set of tools and data flows a team uses to track customers, run campaigns and measure results.
SEO is the work of getting pages found and chosen by search engines, and today that includes AI systems that write answers instead of listing links.
Future & Thinking holds longer essays on the questions that sit behind data and AI work: how minds form beliefs, what choice means, and where machines fit.
E-commerce here mostly means running a store on Shopify and keeping its data and costs under control.
Tools & Platforms is where individual products get a close look: what each one does, where it fits in a marketing or data team, and where it falls short.
CRM marketing is the use of customer records, purchase history and behavior data to decide who gets which message, when, and on which channel.
Case studies here are posts built around one specific measurement or AI problem and how it was handled.
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