Insights
Notes from inside the work.
Short, practical pieces on digital media, measurement, and the technology underneath both. Written by the people running the engagements.
Notes from inside the work.
Practical notes. No gates, no downloads.
Product · 7 min read
What agentic AI means for marketing teams
Agents can take real work off a marketing team, as long as someone decides in advance what they're allowed to touch and what happens when they get it wrong.
Strategy · 6 min read
What generative engine optimization is and what actually changes
Getting cited in AI answers starts with the same work that gets a page found in search, plus a few checks most sites skip.
Strategy · 7 min read
How to build a customer journey map that changes what you do
A useful customer journey map is built from evidence, ends in a short list of fixes, and fits on one page.
All notes.
How to start conversion rate optimization without wasting traffic
Data · 6 min read
What marketing mix modeling is and when it's worth doing
Data · 6 min read
Marketing attribution models and how to pick one for each decision
Data · 6 min read
How incrementality testing shows what your ads actually cause
Media · 6 min read
How much does Facebook advertising cost
Media · 6 min read
How much does Google Ads cost
Media · 6 min read
How much TikTok ads cost and what drives the price
Media · 6 min read
How much YouTube ads cost by format, screen and goal
Media · 6 min read
How much LinkedIn ads cost and how to judge the spend
Media · 6 min read
What CTV advertising is and how to buy and measure it
Media · 6 min read
What UGC ads are and how to run them properly
Media · 7 min read
How the Meta Conversions API works and how to set it up properly
Data · 7 min read
What server-side tracking is and when it's worth it
Data · 6 min read
How lookalike audiences work and how to build a good one
Media · 6 min read
How to start with email marketing automation
Strategy · 6 min read
How to create a media plan, with a simple template
Strategy · 6 min read
How to set up a Shopify store that's ready for paid traffic
Product · 6 min read
Rebuild the number from its inputs
Data · 2 min read
Non-skippable YouTube is not a lead channel
Media · 2 min read
AI Max for senior living: let it match, don't let it write
Media · 2 min read
What AI actually changes inside a media team
Media · 3 min read
Fix tracking before you raise the budget
Data · 3 min read
Why we scope by discipline, not by bundle
Strategy · 3 min read
The case for owning your marketing tech
Product · 3 min read
Reporting that someone actually reads
Data · 3 min read
Buying media in a small, specialized market
Media · 2 min read
Next step
Want this applied to your account?
Tell us what you are trying to move. We will tell you which disciplines are worth engaging, and which are not.