Latest Posts
A complete collection of published articles and recent updates.
Campaign Management Automation: What to Automate
Efficiency isn’t just a campaign goal, it’s a necessity in operational process.
The fastest way to burn out a media buyer isn’t poor performance. It’s forcing them to manually manage...
Why Efficient Campaigns Feel Safer — and Teach You Less
In paid media, efficiency is comforting.
Known audiences. Familiar messaging. Predictable performance. When campaigns behave the way they did last quarter, it feels like control, and control...
Why Paid Media Optimization Stops Working Before Performance Does
Paid media management has always been built around optimization. Adjust bids, rotate creative, refine targeting, repeat. The assumption is that optimizations improve performance, and...
Why Scaling Too Early Destroys Learnings
You start running a campaign at a low daily budget. It performs well, driving conversions comfortably below your target CPA. Encouraged by the results, you increase spend.
You raise the budget from $100/day...
How Strong Does the Evidence Need to Be?
All marketers have had to make decisions without complete data. That reality isn’t new, and it isn’t the problem.
The real problem is that most teams don’t agree on how much evidence a decision deserves before...
Why Attribution Breaks Down as a Decision System
Attribution changed the entire game of marketing. Instead of running an ad through a newspaper or billboard, and hoping that it worked, there was proof that an ad drove a sale.
In the early years of...
How I Used Market Research to Build a Scalable Media Plan
Building a media plan from scratch is rarely straightforward. Every plan involves tradeoffs between awareness, engagement, and conversion, and those tradeoffs become more complex as budgets grow...
How to Make Confident Marketing Decisions When the Data Is Incomplete
Modern marketing is built on numbers. Metrics, dashboards, KPIs, and reports are all meant to do one thing: help us make better decisions.
But it wasn’t always this way.
Thirty...
How I Automate Weekly Marketing Reporting (Without Breaking Analysis)
Marketing reporting is only as good as the insights it provides into strategy. To get there, work must be done to standardize data and format it so it clearly shows trends.
Only...
When (and When Not) to Automate Marketing Reporting
Automation plays an important role in modern marketing workflows as an efficiency lever, often used for repeatable tasks that need to be done regularly.
However, the word has evolved into a buzzword...