Insights
Marketing Insights & Resources
Thinking on analytics, data science, and marketing technology.
How to Increase Sales Using Customer Value Prediction
Find out the value of customer behavior prediction and how to implement it in your organization.
How We Deployed Predictive LTV Bidding in Google Ads — and Increased LTV:CAC 3x
A walkthrough of how Jarrah built and deployed a Shifted-Beta-Geometric pLTV model for a B2B SaaS client, integrated it into Google Ads via Enhanced Conversions, and grew LTV:CAC roughly 3x over 12 months.
Advertising on ChatGPT: Get in on the Ground Floor
OpenAI has launched an advertising pilot in ChatGPT. Here's what marketers need to know about the opportunity, how ads are served, and what privacy promises actually mean in practice.
Should You Optimize for Trials or Upgrades? The SaaS Bidding Strategy Dilemma
For SaaS businesses running trial-based acquisition, the instinct to optimize bidding for paid upgrades can backfire — especially when a CFV model already encodes upgrade behavior into trial-level signals.
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Why Marketing Attribution and Finance Data Never Match — And How to Fix It
Marketing attribution platforms and finance systems almost never agree on performance numbers, creating organizational distrust. This post explains the structural reasons for the gap and presents practical calibration methods — including geo-testing and shared dashboards — to align both teams on a single source of truth.
Google Tag Gateway: How CDN-Based Tagging Can Improve Your Conversion Accuracy by 14%
Ad blockers and third-party cookie restrictions are silently eroding your conversion data, causing bidding algorithms to optimize against an incomplete picture. Google Tag Gateway routes measurement through your CDN to recover that lost signal — here's how to implement it and what to expect.
2026 Marketing Data Trends and How to Leverage Them Now
How data availability will reshape promotional and sales processes through improved visibility, personalisation, and spend efficiency.
How to: See All Your Marketing and Sales Data in a Single Place
A practical guide to unifying your marketing and sales data into one accessible source of truth.
How Marketers Can Win with Google AI Mode
Google's AI-powered search mode is reshaping how users find information — here's how to adapt your strategy.
How to Choose the Right Paid Social Media Agency for Your Business
What to look for — and what to avoid — when evaluating a paid social partner for your growth stage company.
Google Enhanced Conversions Can Have a Positive Impact on Your Marketing
Enhanced conversions close the measurement gap left by cookie restrictions, giving your campaigns better signal.
A Complete Guide to Cloud-Based Data Warehouses
Everything you need to know about choosing, building, and scaling a cloud data warehouse for your marketing stack.
How to: Select the Right Platforms for Your Paid Social Media Campaigns
Not every social platform is right for every business. A practical framework for deciding where to invest your paid budget.
Predictive Versus Prescriptive Analytics: Why You Need Both
Understand the difference between predicting what will happen and prescribing what to do about it.
SearchGPT: What Marketers Must Know About It Now
OpenAI's search product is changing the game. Here's what it means for organic visibility and content strategy.
10 Tips to Help You Optimize Your Paid Social Media Campaigns
Practical, data-driven tips to improve the performance of your paid social campaigns across every major platform.
Google Updates: How They Will Impact Marketers in the Months and Years Ahead
A breakdown of Google's recent and upcoming algorithm changes and what they mean for your marketing strategy.
Business Intelligence: What It Is and How to Use It
A clear-eyed guide to BI — what it covers, how it differs from analytics, and how to put it to work in your organisation.
Marketing Metrics that Matter: 24 Worth Tracking
Cut through the noise and focus on the metrics that actually drive growth decisions in modern marketing teams.
The Pros and Cons of Server-Side Tagging
Server-side tagging promises better data quality and privacy compliance — but it comes with trade-offs worth understanding.