Writing
Articles
Notes on marketing analytics, ETL and attribution — mostly things I wished someone had written down before I had to work them out.
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Drowning in Data, Starving for a Decision
Why more dashboards make decisions slower — and how the practices that move fast replaced five conflicting reports with one number they'd bet on.
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Clicks Don't Pay the Bills
Why cost per lead is a trap — and how connecting online ad data to offline revenue reveals which channel actually produces paying clients.
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You're Filling a Leaky Bucket
The cheapest growth you have is keeping the clients you're quietly losing — and the signal that predicts who's about to lapse is already sitting in your data.
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You're Not Short on Leads — You're Short on Answers
Why connecting your platforms is now the difference between guessing and growing — for law firms, medspas, clinics, dental practices and real estate teams.
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A model nobody deploys is a hobby
Why I care more about the gap between technically correct and actually used — and what I plan to write about here.