Research & Analysis
Writings
What we know. When it matters. Deep dives into growth strategy & tactics, measurement and marketing philosophy. Written for operators & growth professionals who are tired of shallow content filled wit
Meta's Algorithm Doesn't Care About Your Creative Strategy
Abstract
The prevailing wisdom around creative testing is backwards. The algorithm has evolved faster than the playbooks. What actually drives performance now.
The $50M Attribution Mistake
Abstract
A post-mortem on how a DTC darling scaled to nine figures on broken measurement, and the 18-month unwind that followed when reality caught up.
First-Party Data Is a Liability Until It Isn't
Abstract
Everyone's racing to build first-party data infrastructure. But raw data without activation architecture is just an expensive storage bill. Here's what actually matters.
The Incrementality Illusion: Why Your Lift Tests Are Lying
Abstract
Most brands run incrementality tests to validate spend. The problem is they're measuring the wrong thing at the wrong time, and the results are costing them millions in misallocated budget.
What we know. When it matters. Deep dives into growth strategy & tactics, measurement and marketing philosophy. Written for operators & growth professionals who are tired of shallow content filled wit