When it comes to marketing, you can’t improve the things you’re not measuring. That is why understanding and knowing how to use and measure your marketing efforts is so important as a founder.

In this episode of InDemand, Asia Orangio, founder of DemandMaven, starts a three part series on analytics and attribution. We start by overviewing the different types of analytics that a SAAS startup is likely to work with (and should be focused on), and then discuss the five key principles to keep in mind for attribution.