Leads paid media, growth intelligence, and connection planning. Builds the LTV models, MMM rebuilds, and incrementality frameworks that anchor AYMI's measurement work. Writes about the finance literacy gap in marketing.
- 046MAY · MMXXVIApril Y.3 min →
Brand vs. growth: the fake war
The most expensive false dichotomy in modern marketing isn't a media question. It's an org-chart question dressed up as one.
- 045MAY · MMXXVIApril Y.3 min →
The metrics that close loops
The most important metric in growth marketing isn't CAC, ROAS, or LTV. It's the one that closes a loop you were actually trying to test.
- 042APR · MMXXVIApril Y.6 min →
Why most CAC calculations are wrong
Three errors recur across the growth programs we audit. Each one inflates or deflates CAC by enough to change the decision. All three are fixable inside a quarter.
- 039MAR · MMXXVIApril Y.6 min →
Performance with a compliance budget
Compliance windows are not the obstacle to FinServ performance marketing. They are the system inside which the work happens. Test the disclosure, not the hook.
- 035MAR · MMXXVIApril Y.5 min →
Trailer-to-trailer is the MMM
Releases have no long history to model. The right way to attribute is to anchor the marketing-mix model on the trailer cycle, not the buy.