Insights
Notes on media buying and attribution.
Written from inside the accounts, not as generic content marketing — what we're seeing work, break, or change across the categories we manage.
Attribution
Why last-click reporting overstates paid social and understates search.
A practical framework for reconciling platform-reported conversions with CRM revenue.
Media Buying
What changes when you negotiate media at $10M+ in annual spend.
Rate leverage, inventory access, and the tradeoffs of consolidating buys with one partner.
Lead Generation
Lead volume is a vanity metric in regulated categories. Here's what to optimize instead.
Notes from managing insurance and healthcare accounts under compliance constraints.
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