Latest Posts
A complete collection of published articles and recent updates.
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...
How I Structure Weekly Marketing Performance Reporting
Weekly reporting is one of the most important functions in a successful marketing organization, and one of the most misunderstood.
Most weekly reports miss the point. They focus on as many KPIs...
Why Static Metrics Break Marketing Reporting
Marketing reports sit at the core of performance marketing. They determine what teams learn, what gets optimized, and ultimately which ideas survive.
The problem is that most reports answer the wrong question....