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Insights

Notes on Marketing & Technology

What we learn building campaigns, platforms and brands — written for the people who have to make decisions.

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Marketing in a Downturn: What to Cut Last
MarketingJan 15, 20243 min read

Marketing in a Downturn: What to Cut Last

A defensible cutting order for the marketing budget when revenue tightens, and the spend that costs more to rebuild than it ever saved by stopping.

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Attribution Is Wrong, and You Can Still Use It
MarketingJan 9, 20243 min read

Attribution Is Wrong, and You Can Still Use It

Every attribution model misreports how a sale actually happened. Why that's not a reason to ignore the data, and how to make real decisions with numbers you know are approximate.

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Customer Acquisition Cost, Calculated Honestly
MarketingNov 24, 20233 min read

Customer Acquisition Cost, Calculated Honestly

Most CAC calculations quietly leave out the costs that don't fit in an ad platform's report. What an honest number includes, and what it changes about whether growth is actually working.

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Local Search When You Have One Location and Five Competitors on the Same Street
MarketingFeb 2, 20233 min read

Local Search When You Have One Location and Five Competitors on the Same Street

In a dense retail strip or business district, proximity alone won't separate you from five near-identical competitors. The parts of local ranking a single-location business can actually move, and the ones it can't.

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