Blog
Data, measurement
and marketing engineering.
Insights from the intersection of marketing, data and technology. Practical lessons, technical guides and perspectives from our work in marketing analytics, data engineering and AI. Based on real projects and experience, not just theory. Selected articles adapted from our original Czech blog.
AI agents in analytics: beyond conversational reporting
How do you help an agent navigate your data without needlessly consuming tokens or data warehouse compute? We look at Anthropic's recommendations for agentic analytics alongside our own experience.
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Data alerts and AI agents: why validation still matters
What is alerting, how does it differ from dashboards, and why does it matter when deploying AI agents? Adam and Michaela covered it in our 10th Penguin Webinar, including anomaly detection and the technology behind it.
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What CFOs need from marketing data
What does a CFO need from marketing data? Adam Šilhan and Adam Bartnicki, former CFO of Slevomat Group, share practical lessons from financial leadership.
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How to get data into BigQuery
BigQuery is one of the most important tools in digital analytics. This article covers practical ways to load data into it, from the simplest native connectors to Keboola and Cloud Functions, and what we prefer at igloonet.
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Executive reporting vs. marketing reporting: what should be different?
Executive reporting and marketing reporting serve different decisions. See how to make both useful, consistent, and easy to act on.
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How to prepare your marketing data for peak season
What marketing data should be ready before peak season? Adam Šilhan and Jirka Guňka of Bidding Fox cover campaigns, products, and customers.
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Optimizing for margin / profit (POAS): the complete guide
Revenue isn't everything. How do you teach ad platforms to optimize for profit (POAS)? A business view of margin optimization, common traps, and a concrete technical setup for Google Ads and Meta Ads.
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BigQuery alerts: how to stop data issues from ruining your holiday
Warm weather, a holiday, fresh air. Or: work, air conditioning, and numbers swirling because BigQuery data does not match your ad platforms. A well-configured alert can save you from the second scenario.
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Customer Lifetime Value: a business perspective
Customer Lifetime Value (CLV or LTV) is a way of thinking about customer value across the company. Adam and Marek discuss where it helps, how to calculate it, and where it stops making sense.
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Marketing Mix Modeling: what it is, how to work with it, and what to watch out for
The good, the bad, and the ugly of Marketing Mix Modeling: what it is great at, when it does not fit, and what to watch out for.
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How to prepare your data for expansion
How do you prepare marketing and data for expansion into new markets? Adam Šilhan and Martin Anderka of GymBeam cover research, goals, metrics, and market entry.
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Triangulation in marketing: what it is and how to work with it
What does triangulation mean in marketing evaluation? Learn how attribution, incremental experiments, and Marketing Mix Modeling work together.
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Forecasting in marketing: how to build useful predictions and avoid common mistakes
What are predictions for, how do you start, how do you set expectations, and what should you automate? The main takeaways from our first Penguin Webinar with Lucie Pezlarová, senior data scientist at Notino, and Adam Šilhan.
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