My thoughts and notes on marketing strategies, trends, tools and consumer insights.
AI Where It Helps: Variant Factories, Human Guardrails
AI boosts performance when it scales creative options and automates low-risk decisions—while humans keep judgment, claims, and brand integrity intact.
Ditch Vanity: The 4 Social Metrics That Predict Revenue
Likes don’t pay rent. Conversation, amplification, applause, and economic value do. Here’s how to measure social like a strategist—not a scoreboard watcher.
Turn Data Into Revenue: A First‑Party Strategy That Actually Pays Off
Collect consented data for specific use‑cases, wire server‑side measurement, and prove lift with tests.
Why Creative Wins: The Simple Testing System That Beats Bigger Budgets
Build a lightweight testing loop for hooks, formats, and messages—distribution can’t save weak creative.
Stop Starving Growth: The Full-Funnel Strategy That Outruns ROAS Games
Fund demand creation and capture together; measure incrementality so short-term ROAS doesn’t kill future sales.
Prove What Really Works: Experiments Now, MMM Over Time
Use holdouts for short-run truth and MMM for long-run guidance—then update your influence map.