Meeting Title: Brainforge Weekly Data Analytics Sync Date: 2026-02-03 Meeting participants: Greg Stoutenburg, Zoran Selinger, Mitesh Patel
WEBVTT
1 00:01:27.420 ⇒ 00:01:28.460 Greg Stoutenburg: Mortal.
2 00:01:28.960 ⇒ 00:01:30.620 Mitesh Patel: Hello, good morning!
3 00:01:31.130 ⇒ 00:01:32.210 Greg Stoutenburg: How’s everybody today?
4 00:01:33.230 ⇒ 00:01:34.630 Mitesh Patel: I’m good, how about you?
5 00:01:34.780 ⇒ 00:01:37.010 Greg Stoutenburg: Doing alright. Doing alright. How about you, Zarn?
6 00:01:37.360 ⇒ 00:01:38.570 Zoran Selinger: Yeah, good, good.
7 00:01:39.540 ⇒ 00:01:40.810 Mitesh Patel: Zurin’s always good.
8 00:01:42.610 ⇒ 00:01:45.550 Greg Stoutenburg: I haven’t been here that long, but it does seem that way.
9 00:01:47.140 ⇒ 00:01:53.690 Mitesh Patel: He’s always calm, I’m freaking out, because some data’s not aligning, and he’s like, we got this.
10 00:01:56.060 ⇒ 00:01:57.100 Zoran Selinger: Sorry, say again?
11 00:01:57.960 ⇒ 00:02:08.180 Mitesh Patel: Oh. I was saying, you’re always calm, I’m freaking out because some data or report’s not aligning, and you’re calm, and you say, cut it out, we got this.
12 00:02:09.610 ⇒ 00:02:16.710 Zoran Selinger: there’s… there’s always a solution. It’s just a matter of if you’re gonna fix it in 5 minutes or in a few hours.
13 00:02:16.710 ⇒ 00:02:18.329 Mitesh Patel: Yeah, yep, yep.
14 00:02:18.660 ⇒ 00:02:20.710 Greg Stoutenburg: Alright, so what do we got?
15 00:02:21.950 ⇒ 00:02:22.959 Greg Stoutenburg: Darn, you wanna go first?
16 00:02:23.860 ⇒ 00:02:27.150 Zoran Selinger: Yeah, sure. So, Mitesh, you…
17 00:02:27.680 ⇒ 00:02:42.339 Zoran Selinger: you just shortly mentioned what you were talking to Henry in these meetings, and you said data analytics initiatives for the coming week, right? Yeah.
18 00:02:43.480 ⇒ 00:02:51.930 Zoran Selinger: So, this week, the goal for, on my side is, to get these four.
19 00:02:52.030 ⇒ 00:03:00.430 Zoran Selinger: four segments based on treatments into customer I.O. Obviously, we spent the whole day yesterday,
20 00:03:00.470 ⇒ 00:03:13.620 Zoran Selinger: I’m looking at catalysts, and I want to significantly… the goal there is to significantly reduce the complexity, and we do have a chance,
21 00:03:13.620 ⇒ 00:03:21.470 Zoran Selinger: Now that we know, like, new versus returning, we now have it in the client, so we can do that.
22 00:03:21.690 ⇒ 00:03:29.479 Zoran Selinger: So we’re gonna do that today. Also, you will get the attribution report.
23 00:03:29.970 ⇒ 00:03:32.590 Zoran Selinger: This week as well.
24 00:03:33.100 ⇒ 00:03:36.010 Zoran Selinger: That’s… that’s the goal right now.
25 00:03:36.840 ⇒ 00:03:39.190 Zoran Selinger: Yeah.
26 00:03:40.360 ⇒ 00:03:41.970 Zoran Selinger: Greg, what’s on your plate?
27 00:03:42.530 ⇒ 00:03:58.739 Greg Stoutenburg: Yep, from my side, the priorities are around experimentation and tracking what we need to be tracking in, in Mixpanel, primarily. So, I’m meeting with Ryan and the consultant, the Mixpanel consultant, Josh.
28 00:03:58.880 ⇒ 00:04:11.909 Greg Stoutenburg: Oh, you’re on that call as well, tomorrow, to understand their report on what they see in Mixpanel. So, the outcome of that, ultimately, as we look at the roadmap for experimentation, is to
29 00:04:11.910 ⇒ 00:04:20.479 Greg Stoutenburg: do the instrumentation that we need for Mixpanel to be able to track those things that we’re going to be changing. So, that’s a piece of it, as well as,
30 00:04:20.779 ⇒ 00:04:39.030 Greg Stoutenburg: working on the backlog and brainstorming how to improve experimentation. So that’ll be a kind of kickoff call tomorrow with Ryan and Danny and me. I’ve reviewed everything they’ve gotten Monday, and so we’ll be talking about experimentation principles and prioritization in that call.
31 00:04:39.860 ⇒ 00:04:44.909 Mitesh Patel: Okay, good. Yeah, going back to what you mentioned about
32 00:04:45.400 ⇒ 00:04:53.070 Mitesh Patel: on the call with Josh. One of the things that’s gonna come up during that call is,
33 00:04:53.140 ⇒ 00:05:06.249 Mitesh Patel: you know, I’m not sure who, and it really doesn’t matter, but somebody on the Brainforge team, I know we spent weeks, sort of, per Robert, you know, the mixed panel data.
34 00:05:07.230 ⇒ 00:05:16.089 Mitesh Patel: correcting it. Let me just say, make sure it’s accurate, right? And Josh… we contacted him for a different reason.
35 00:05:16.380 ⇒ 00:05:27.299 Mitesh Patel: But when he started looking at it, he said, you know, there’s a lot of cleanup that’s required. There’s some confusion with what you’re tracking and how you’re tracking it.
36 00:05:27.300 ⇒ 00:05:41.420 Mitesh Patel: So we paid him a bunch of money, like $5,000, because he’s a Mixpanel certified, whatever, whatever. Whenever, so, you know, enterprise customers, contact Mixpanel for assistance, they call Josh.
37 00:05:41.600 ⇒ 00:05:42.130 Greg Stoutenburg: Okay.
38 00:05:42.130 ⇒ 00:05:47.270 Mitesh Patel: Right? Got it, yeah. And so, we paid them $5,000 or whatever to do an audit.
39 00:05:47.640 ⇒ 00:05:53.200 Mitesh Patel: And he found, you know, I don’t know if you’ve seen the audit report or whatever, or we’re gonna go over it tomorrow.
40 00:05:53.200 ⇒ 00:05:54.710 Greg Stoutenburg: There’s a lot of…
41 00:05:54.710 ⇒ 00:05:57.769 Mitesh Patel: Sort of things, the issues that he found with our current setup.
42 00:05:58.800 ⇒ 00:06:07.770 Mitesh Patel: And so, what we need to figure out, Greg, is we need to talk to him, we need to understand why we thought it was all good, and why it’s not.
43 00:06:07.830 ⇒ 00:06:23.229 Mitesh Patel: Right. And now we gotta either pay him, or, you know, he’s made… so the way we asked him to do the audit is make recommendations, and then we’ll figure out whether we’re gonna do it, meaning with the Brainforge team, or we’re gonna hire him to do the work.
44 00:06:23.230 ⇒ 00:06:27.940 Mitesh Patel: We’ll have to figure that out as a result, or after the audit and all that, but part of it is.
45 00:06:28.190 ⇒ 00:06:33.669 Mitesh Patel: why… why is it so off when we thought it was solid? Got it. Yeah. Yeah.
46 00:06:33.870 ⇒ 00:06:34.480 Mitesh Patel: Yeah.
47 00:06:34.480 ⇒ 00:06:35.230 Greg Stoutenburg: That’s helpful.
48 00:06:35.850 ⇒ 00:06:51.560 Mitesh Patel: Okay, so that’s the background on that. Going back, Zoran, to the attribution report, I guess, in Northbeam, how… how… I know where we integrated edge layer data, and we think it’s more accurate and so on. There’s certain attribution that I know we’re still sort of figuring out.
49 00:06:51.910 ⇒ 00:06:54.370 Mitesh Patel: But in terms of…
50 00:06:55.020 ⇒ 00:07:01.989 Mitesh Patel: your, you know, accuracy level. You know, are we… where are we? Are we at, like, 75%, or are we closer to 95%?
51 00:07:03.880 ⇒ 00:07:05.750 Zoran Selinger: When we’re talking about Norbeam.
52 00:07:05.750 ⇒ 00:07:06.140 Mitesh Patel: Yeah.
53 00:07:06.140 ⇒ 00:07:08.039 Zoran Selinger: We are close to 90%.
54 00:07:08.040 ⇒ 00:07:09.120 Mitesh Patel: 90%, okay.
55 00:07:09.120 ⇒ 00:07:09.670 Zoran Selinger: Yeah.
56 00:07:09.930 ⇒ 00:07:22.330 Mitesh Patel: Alright, that’s good. And I know we’re, you know, it’ll never be 100%, but… No. Alright. So, what I’d like to do, like, right now, for example, I need a report of,
57 00:07:23.980 ⇒ 00:07:28.779 Mitesh Patel: attribution by channel, right? Like, right now, I want to say in January, for example.
58 00:07:29.160 ⇒ 00:07:35.570 Mitesh Patel: How much last touch, revenue came from organic?
59 00:07:37.300 ⇒ 00:07:40.190 Mitesh Patel: Can I do that in Northbeam today?
60 00:07:41.910 ⇒ 00:07:46.720 Zoran Selinger: Yes, you’ll… you’d have to choose a… A.
61 00:07:47.280 ⇒ 00:07:50.510 Zoran Selinger: Correct attribution model, but yes.
62 00:07:51.140 ⇒ 00:07:52.050 Mitesh Patel: Okay, and I would do…
63 00:07:52.050 ⇒ 00:07:53.560 Zoran Selinger: We have last touch attribution model.
64 00:07:53.560 ⇒ 00:07:57.169 Mitesh Patel: Last touch, and then, what, cash accrual? Crash or accrual?
65 00:07:58.290 ⇒ 00:07:59.350 Zoran Selinger: Accrue.
66 00:07:59.350 ⇒ 00:08:00.850 Mitesh Patel: Accrual? Okay. Yeah.
67 00:08:01.010 ⇒ 00:08:03.180 Mitesh Patel: Okay.
68 00:08:03.180 ⇒ 00:08:08.450 Zoran Selinger: And then, yeah, you have the attribution window as well, so you’ll see, you’ll see.
69 00:08:08.790 ⇒ 00:08:09.240 Mitesh Patel: Okay.
70 00:08:09.240 ⇒ 00:08:10.470 Zoran Selinger: I mean, you can…
71 00:08:11.560 ⇒ 00:08:18.690 Zoran Selinger: I don’t know what your general, like, more… more general view on attribution is. It’s,
72 00:08:20.840 ⇒ 00:08:25.740 Zoran Selinger: the modeling. As long as it’s… for me, as long as it’s multi-touch.
73 00:08:26.380 ⇒ 00:08:36.530 Zoran Selinger: it’s fine, right? We just have to decide which one it is, because it’s hard to… it’s hard to make an argument, one versus the other, when it’s multi-touch.
74 00:08:36.539 ⇒ 00:08:39.369 Mitesh Patel: Yeah, for me, it’s not about…
75 00:08:40.259 ⇒ 00:08:52.259 Mitesh Patel: an argument of which one is more reliable or what I believe in. What we’re doing, I just want to baseline it, because we’re kicking off agencies to do some work over the next 90 days.
76 00:08:52.259 ⇒ 00:09:01.639 Mitesh Patel: And we, I think we had this discussion with you, we need to develop the reports, the scorecards that will hold them, that we’re going to use for, you know, for them to be accountable.
77 00:09:01.679 ⇒ 00:09:12.179 Mitesh Patel: So, for example, for the organic agencies that we’re interviewing right now, haven’t made a decision on them, I want to say, okay, it will be last touch.
78 00:09:12.289 ⇒ 00:09:14.699 Mitesh Patel: 7-day attribution, I’m just making that up.
79 00:09:14.839 ⇒ 00:09:16.009 Mitesh Patel: accrual.
80 00:09:16.199 ⇒ 00:09:19.419 Mitesh Patel: Here’s what it was. With that model.
81 00:09:19.529 ⇒ 00:09:22.079 Mitesh Patel: This was the baseline revenue in January.
82 00:09:22.789 ⇒ 00:09:28.049 Mitesh Patel: You have to… and if, you know, I think I’m making up a number, but let’s say it was $100,000 in January.
83 00:09:28.559 ⇒ 00:09:30.389 Mitesh Patel: The goal I’m giving them is…
84 00:09:30.390 ⇒ 00:09:31.890 Zoran Selinger: You are very close.
85 00:09:31.890 ⇒ 00:09:35.159 Mitesh Patel: Yeah, I don’t… it’s not a kind of a random thing. I kind of generally.
86 00:09:35.160 ⇒ 00:09:39.480 Zoran Selinger: 96, okay, yeah. 96, okay. So…
87 00:09:40.960 ⇒ 00:09:53.670 Mitesh Patel: My goal for them is… and organic is one of these things that, you know, takes 6 months plus. But within 3 months, right, on the third month, I want them to be at 300K.
88 00:09:53.670 ⇒ 00:10:02.070 Mitesh Patel: That is, I think, a super… that’s an aggressive but realistic goal. If they’re really world-class experts at organic, they should be able to get us there.
89 00:10:02.560 ⇒ 00:10:11.709 Mitesh Patel: Right? And so, I’m saying to them, and I’m saying to every channel owner, whether they’re internal or agency, here are your next 90-day goals.
90 00:10:11.720 ⇒ 00:10:23.290 Mitesh Patel: They’re all aggressive, but I think they’re all realistic, right? For world-class experts. They should be more than doable. I think some of them, they should be able to crush.
91 00:10:23.370 ⇒ 00:10:32.869 Mitesh Patel: But, really, it’s about scaling, and the momentum. We want them to scale month over month by more and more, right? So…
92 00:10:33.970 ⇒ 00:10:39.180 Mitesh Patel: I need a… the way how we’re gonna measure their success.
93 00:10:39.590 ⇒ 00:10:45.779 Mitesh Patel: Right? And so this, this… Whatever model that we… that you just did.
94 00:10:46.420 ⇒ 00:10:49.789 Mitesh Patel: I gotta use the same model to judge them and hold them accountable.
95 00:10:49.790 ⇒ 00:10:50.320 Zoran Selinger: True.
96 00:10:50.320 ⇒ 00:11:04.319 Mitesh Patel: Right? Sure. So, as we make other changes, tweaks to the Northbeam sort of data, you know, from 90%, if we’re doing anything, to get it to 95%, I need to make sure that we go back and…
97 00:11:04.320 ⇒ 00:11:13.909 Mitesh Patel: you know, I don’t mess up them, either. I don’t give them too much credit for… because now the data has changed, right? The model has changed, or how we… what data we feed has changed.
98 00:11:13.920 ⇒ 00:11:20.460 Mitesh Patel: So that’s what I want to be careful of, that’s all. Or if we do make an impact, I need to be able to know how much it’s going to impact.
99 00:11:21.200 ⇒ 00:11:22.040 Mitesh Patel: Right.
100 00:11:23.830 ⇒ 00:11:26.390 Zoran Selinger: Yeah, so organic,
101 00:11:26.660 ⇒ 00:11:38.680 Zoran Selinger: shouldn’t be impacted, in NordBIM, so this is just, the native tracking. We do not actively, impact it at all there.
102 00:11:38.790 ⇒ 00:11:47.690 Zoran Selinger: So it’s just out of the box. So yeah, as long as you, so you… I don’t know if you log in and…
103 00:11:48.230 ⇒ 00:12:07.959 Zoran Selinger: if we can decide today, right now, that the measurement for, let’s say, for organic is going to be last touch, 3-day attribution window, and accrual, and that’s it. That’s how we… that’s what we compare, how we compare them 2 months from now, 3 months from now, and that’s it.
104 00:12:08.210 ⇒ 00:12:24.110 Mitesh Patel: Yeah, yeah. What I want your help with, and I can’t, because I have a meet… I can’t do it right now, because I have a meeting in 3 minutes, maybe you guys do too, but what I want your help with is, you know, there’s one, I don’t know what it’s called, one group of reports called Mitesh’s View.
105 00:12:24.410 ⇒ 00:12:36.619 Mitesh Patel: I want to revamp that view to be my dashboard for marketing data, right? And what I want is channel-by-channel, last touch, 7-day attribution, whatever it is.
106 00:12:36.620 ⇒ 00:12:46.839 Mitesh Patel: some data for it. And we can just, you know, one, I want it for each of the channels, I want the overall MRR, right? Like, we can add a bunch of stuff to that view.
107 00:12:46.960 ⇒ 00:12:54.519 Mitesh Patel: Like, I want email revenue the same way, right? And so, now I’m measuring
108 00:12:55.280 ⇒ 00:13:07.760 Mitesh Patel: Everybody’s… all the channels, sort of, consistently, and all of it adds up to, you know, one, as opposed to 150, or 1.5, or whatever, right?
109 00:13:08.010 ⇒ 00:13:09.030 Mitesh Patel: So…
110 00:13:09.190 ⇒ 00:13:12.170 Zoran Selinger: Okay, okay. Okay, cool.
111 00:13:12.310 ⇒ 00:13:25.929 Mitesh Patel: I think that’s all for now. Greg, in addition to all the marketing data and what we talked about, you know, we gotta make sure we’re keeping the farm ops and the MedOps needs sort of…
112 00:13:25.990 ⇒ 00:13:39.500 Mitesh Patel: on the schedule as well. I know there was an exchange between Brad and Robert last week. I don’t know if you… if that’s been sort of trans… trans… transitioned into sort of a work plan or whatever, but we need to do that.
113 00:13:40.120 ⇒ 00:13:41.039 Greg Stoutenburg: I’ll follow up on that.
114 00:13:41.040 ⇒ 00:13:41.690 Mitesh Patel: Okay.
115 00:13:41.980 ⇒ 00:13:43.060 Greg Stoutenburg: Yeah, sounds good.
116 00:13:43.060 ⇒ 00:13:53.630 Mitesh Patel: Alright, I think that’s it. This is kind of the theme of the Monday meetings. Let’s just kind of align on where we are, what… if priority calls need to be made, I can do that, you know, I can help with that, yeah?
117 00:13:53.630 ⇒ 00:13:55.890 Greg Stoutenburg: Sounds good. Yeah, perfect. Awesome.
118 00:13:55.890 ⇒ 00:13:56.510 Mitesh Patel: Thank you.
119 00:13:56.510 ⇒ 00:13:58.240 Greg Stoutenburg: Thanks, Josh, talk later. Bye. See ya.