About

I am Joe Garraffo. I run Efferent Media, a marketing agency, and Vitality Medical Marketing Group, which works with medical practices.

This site is where I write about the measurement side of that work: attribution, conversion tracking, the gap between what a dashboard reports and what actually happened, and the arguments that follow when two systems disagree about the same number.

Most posts start because something in our own data was wrong and it took a while to work out why.

Longer version, with the career history behind it: Joe Garraffo.