The MadMetrics System. Methodology

Philosophy

Three principles that govern every decision

If a metric does not change a decision, we do not collect it

Every event exists only because it alters what you do next. We ruthlessly cut 40 percent of useless signals during audits, signals that were collected, stored, billed, and never once used.

Privacy, reliability, causality, by design

Consent Mode v2 lives at the server level. Pipelines are tested like code. We measure what actually caused the outcome, never what simply appeared in the path.

SQL is software. We engineer it that way.

Every dbt model is version-controlled, tested with CI/CD, and documented with lineage graphs. If it would not pass a code review, it never reaches production.

The framework

Five phases. One unbreakable system. Every engagement.

Each phase builds on the last. Skip one and you create technical debt. Every deliverable is self-contained, independently usable, and quality-gated before it moves forward.

Phase 0

AUDIT

MadScan diagnostic runs 47 automated checks in 60 seconds

Instant health score benchmarked against real market standards

Brick-by-brick remediation plan with clear effort estimates

Cost of inaction quantified so you see exactly what bad data is costing you

Phase 1

CAPTURE

GA4 event architecture aligned to your real funnel and KPIs

sGTM deployed on the cloud you already use

7 Conversion APIs connected server-to-server with perfect deduplication

Consent Mode v2 engineered across 5 CMP vendors

Phase 2

ENGINEER

dbt medallion architecture built for speed and trust

BigQuery warehouse optimized for your exact query patterns

Incremental models that slash compute costs dramatically

Automated testing and data contracts that catch problems before they reach any dashboard

Phase 3

MEASURE

A/B testing designed with proper guardrails and sequential analysis

Incrementality measured through Geo-Lift, DiD, and synthetic controls

Marketing Mix Modeling that reveals true channel contribution

CLV prediction and segmentation ready for activation

Phase 4

GOVERN

Anomaly alerting that reaches Slack before your CEO notices

Executive cockpits limited to the five KPIs that actually matter

Data quality monitoring on every single pipeline

Monthly intelligence reports that drive real action

Knowledge backbone

33 knowledge modules drawn from 31 books

Every recommendation we make traces back to a published source. We do not invent. We refine what the best have already proven.

Technical Foundations

Experimentation, causal inference, Bayesian methods

Kohavi, Cunningham, Machado

Product and Business

Growth loops, marketplace dynamics, luxury strategy

Cagan, Sharp, Kapferer

Communication

Data storytelling, executive framing, cognitive biases

Knaflic, Minto, Kahneman

E-Commerce Authority

DTC scaling, GA4 mastery, data architecture

Campbell, Koekemoer, Kleppmann

Implementation system

248 playbooks across 33 categories

Every common scenario you will ever face has already been solved, documented, and refined across dozens of real deployments. The same playbook that powers enterprise brands now powers yours.

Google Analytics and GTM (21 guides)Server-Side Tracking (7 guides)Analytics Engineering (9 guides)Consent and Privacy (10 guides)Dashboards and Reporting (7 guides)Measurement and Testing (12 guides)

Why it works

Methodology is the multiplier

We uncover consent violations most teams never see

MadScan finds critical gaps in minutes. The system catches what manual audits always miss.

The same architecture powers both enterprise scale and luxury precision

Starter kit deploys fast. Custom logic lives only where it creates value. Consistency without compromise.

When we leave, your team is truly autonomous

You receive a git repo, complete documentation, and direct access to every playbook. No more vendor lock-in.

See what the system delivers

Explore our services or book a diagnostic to watch the methodology run live on your own stack.

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