First-party data: the build order most companies get backwards
Most companies build first-party data in the wrong order. What to collect at each stage, and what to refuse until a decision needs it.
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LTV:CAC Is the Most Abused Number in Your Deck
LTV:CAC is two forecasts divided by each other. A healthy ratio hides cohort decay and blended CAC. Run payback by cohort instead.
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The Attribution Trap: Why Optimising for Last-Click Is Making Your Growth Worse
Last-click attribution measures which ad came last, not what drives growth. Here is why optimising for it defunds the channels that build your business.
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How to Build a Marketing Measurement Framework Without a Full Analytics Team
Build a four-layer marketing measurement framework without an analytics team: KPIs, channel metrics, attribution logic, and decision triggers for founders.
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Incrementality Testing Without a Data Science Team: A Founder’s Guide
A practical three-stage incrementality testing framework for founders. No data science team needed. Learn how to measure what your marketing actually causes, not just what it touches.
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First-Party Data Strategy for Founder-Led Businesses: What to Collect, Why, and When
Most founders treat first-party data as a compliance task. It’s a revenue lever. Here’s a staged collection model tied to your business maturity.
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Your Marketing Dashboard is Lying to You: How to Audit a Broken Measurement Stack
Most marketing dashboards report activity, not causality. Here are four structural gaps that make yours mislead, and how to audit each one.
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Cracking the Attribution Code: Marketing Measurement in 2026
Stop chasing the ghost of the click. Learn how to navigate the zero-click world of 2026 by mastering visibility as ROI, always-on incrementality, and Generative Engine Optimisation (GEO) to capture high quality leads.
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Attribution in the AI Age: Tracking the Invisible Hand
Discover why attribution is breaking in the AI era & how marketers can measure invisible influence from ChatGPT, Perplexity, & Google’s AI Overviews through new frameworks for the zero-click world.
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The Margin of Error in Growth Forecasting: Lessons from Statistics
Discover why most growth forecasts are more fiction than fact. Learn how marketers and product managers can avoid false positives, misuse of confidence intervals, and data misinterpretation by embracing statistical literacy in growth forecasting.
