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From Chaos to Clarity: Building Tracking that Actually Works with Carwow’s Roman Petrochenkov
Description
Roman Petrochenkov is the Head of Growth & Media Analytics at Carwow, so yes we’re going to be getting DEEP into tracking, attribution and all that juicy stuff. Carwow has grown from a review site, to be a one-stop shop for changing your car – offering customers the ability to a buy a new or used car, or sell their existing vehicle. Founded in 2013 they now operate in the UK, Germany and Spain. In 2024 they grew 50% with nearly £3 billion worth of cars bought on the site, and £1.8 billion of cars listed for sale through the Sell My Car service.
Roman shares how top analytics teams work behind the scenes — and the smarter, faster ways to use data to fuel eCommerce growth.
Hit PLAY to hear:
- 🔎 Why perfect attribution is a myth — and what to do instead
- 👥 How analytics teams should work inside an eCommerce business
- 🧠 The #1 misunderstanding most marketers have about data
- 🧩 When small brands should upgrade from GA4 to more advanced analytics
- 🔐 What you must know about cookie consent & compliance in 2025
- 🤖 Real-world AI tricks Roman uses to speed up analysis & tracking
Key timestamps to dive straight in:
[05:15] Tech, Marketing, and Finance Expertise
[09:08] Understanding Data and User Journeys
[10:09] Adapting to Business Evolution
[15:39] "Advanced Attribution for Small eCommerce"
[18:46] eCommerce Attribution and Management
[20:25] "Attribution Challenges and Incrementality"
[23:30] Streamlining Landing Page Feedback
[26:48] Collaborative Challenges in Team Dynamics
[28:01] Listen to Roman’s Top Tips!
Full episode notes here: https://ecmp.info/579
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