About Us.

We use analytics to help digital and marketing teams work smarter and prove their value.

We are analytics experts

What We Believe.

Our world view is made up of key principles.

1. We believe in creating impact

Like it or not, determining what has the most impact on your business is not a subjective matter.

We statistically determine what matters most through predictive analytics. Intuiting, assuming, guessing, or workshopping all can lead to the wrong answer, which can be a costly and time consuming mistake.

This doesn’t mean there isn’t a place for subject matter expertise. That comes in after you know where to focus. It’s the how. Let’s just make sure we’re all pointed in the right direction first.

2. We believe in the people behind the data

We know your users when we see them.

Those numbers in your digital analytics tool are not just data points; they are people.  And they are telling us what they like and don’t, with every interaction, and more importantly, what within your experiences and marketing makes them convert to your goals.

We know how to translate their behaviors into prescriptive insights. We know how to marry this data 1:1 with qualitative research, for the most holistic understanding of your users you can get.

3. We believe in thinking inside the box

We know that being data-driven is hard.

You must apply what you learned from research, which often adds to your list of constraints. This challenge often leaves research selectively applied, at best.

We establish rules of engagement so that what we learned from our user research informs and prioritizes what we’re going to do. This is the only way to ensure our efforts will have impact.

4. We believe in experimentation

We know that experimentation is the fun and smart way for an organization to be more accountable.

It allows you to effectively measure and learn from your efforts. It also allows you to fail in an environment where failure is acceptable, which is critical for long-term success.

We help organizations become more accountable through increased performance visibility and by establishing a culture of analysis and iteration.

5. We believe in tools as an aid; not an answer

Our industry is in a crisis.

We’re at a point where we all know we need data and analytics to drive success. However, this has lead to the proliferation of tools and declarations of data democratization!

The problem is tools don’t generate insights, no matter what they promise you and most people can’t correctly interpret data, let alone are trained in statistics. We don’t want to limit access to data but need to be real about what you’ll get from tools alone.  We aren’t here to sell more tools or even collect more data in most cases. It’s about using your data differently. 

6. We believe in speed over precision and in the now.

We know we need to be fast. We need to be nimble. We need to beat your competition. We need to be correct…but only as correct as necessary to make the right decision. We have the statistical and data science chops to quickly get the correct enough answer and start executing.

We also need to act now.

We know analytics is often not a priority. Maybe it’s because it can be daunting. Maybe it’s because it’s not really understood. Either way, one thing we hear a lot is that everything you are saying sounds great. We really want to do all of this…some day. If you have goals you need to hit, spending ad dollars, changing digital experiences, then don’t wait to start using your data.

We can develop a plan to help you now, no matter where you are in analytics maturity.

Magic Layer was founded on the realization that there is a common challenge in our industry:

Marketers focus on awareness and acquisition, Designers and UX focus on experiences, and Data Scientists focus on post conversion and loyalty. Everyone is doing the best they can but it isn’t good enough. We need to break down the silos. We need to be responsible for more than our own little worlds. We need to think bigger and work smarter. 

Magic Layer is what’s missing. We can connect the dots across your business – across teams, across properties, and across channels. We make sure you know what your data is trying to tell you. We transform uncovered truth into insights and prescriptions for action. We help our clients navigate complexity. We know that analytics can feel daunting. We make it easy, and more importantly, we make it valuable.

Magic Layer provides confidence that everyone is working on what they should and the process for identifying which things worked and why. This ensures that you learn what you need to today so you can be better tomorrow, while outpacing your competitors and proving to your boss how amazing you are.  Let’s all work smarter together and find your focus.

How We Work.

Over a decade of lessons, applied daily, and growing.

What we do

What we don't

We harness the
speed of science to help
our clients to find their focus.