Magic Layer was founded on the 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.

What We Believe.

Our world view is made up of key principles

We believe in creating impact

We believe in experimentation

We believe in the people behind the data

We believe tools as an aid; not an answer

We believe in thinking inside the box

We believe in the now and speed over precision


We believe in

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.


We believe in the

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 to qualitative research, for the most holistic understanding of your users you can get.


We believe in

We know that being data-driven is hard. You must apply what you learned from research and that only adds to the list of constraints.

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.


We believe in

Experimentation is a fun and smart way for an organization to be accountable, as it allows you to effectively measure your efforts and also learn from them.

It also allows you to fail in an environment where failure is acceptable, which is critical for long-term success. A huge reason why organizations don’t consistently measure is because many are afraid of being held accountable.  Fail fast, with minimal loses, learn from it, and move on.


We believe in tools

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. 


We believe speed over

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.

How We Work.

Over a decade of lessons, applied daily, and growing

What we do

  • What matters
  • Question everything
  • Dig deeper
  • Push for prescriptions
  • Harry Potter houses
  • Build relationships
  • Science!
  • High-fives (only some of us)
  • Treat people right

What we don't

  • Deliver data puke
  • Work without coffee
  • Value opinions over data
  • Outsource
  • Sell snake oil
  • Work before 9am
  • Non-productive meetings
  • Work for free
  • Repeat mistakes

Coffee is On Us