Latest Posts
A complete collection of published articles and recent updates.
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....
Why Your TikTok Ads Aren’t Working (You’re Measuring the Wrong Thing)
TikTok Ads gives advertisers the chance to reach people while they’re actively consuming content. More than Facebook or Instagram, it’s where attention actually lives.
The problem...
Why Hook Rate Is the Real Optimization Metric in Meta’s Andromeda Era
Meta’s Andromeda update has fundamentally changed how ads win on the platform. Segmented campaigns are no longer best practice. Consolidation now drives better performance.
As audience...
How to Get Google Performance Max to Work in 2026
When Google announced Performance Max in 2020, there was a lot of speculation that it would be the new way to run advertising campaigns on the platform. Traditional search was dying.
Fast-forward 5...