Field note collection

Analytics

Dashboards, attribution, and data governance insights.

3 articles

A filing cabinet drawer labelled DIRECT, filled with the same customer faces repeated over and over

Sep 18, 2026

"Direct" Is Not a Channel. It Is the Work You Have Not Finished Yet

We opened our own 'direct' bucket and more than half of it was returning customers whose original source was in our database all along. Why direct is not a channel, and the six checks that expose what is really inside it.

Dzmitry Khmialeuski

Reviewed against public sources

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Oct 15, 2025

Analytics Buyer’s Guide for Operators

Matrix comparing Amplitude, Looker, and DIY stacks for growth teams.

Tomasz Kowalczyk

Reviewed against public sources

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Oct 14, 2025

Data Governance for SMB RevOps

Collibra-lite framework to keep customer data clean without enterprise budgets.

Tomasz Kowalczyk

Reviewed against public sources

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