Strategy
Writing a brief that gets comparable quotes
Wildly different quotes are rarely a pricing difference. They are a reading difference, and the brief is what caused it.
Insights · page 2 of 4
Insights
Older articles, newest first. Everything here is written to stand on its own – none of it assumes you have read the rest.
Articles, page 2 of 4
Security
The compromises are never sophisticated
No website is fully secure and anyone claiming otherwise has told you something useful about themselves. But the compromises that actually happen are dull, repetitive and largely preventable.
Conversion
You probably cannot A/B test yet
An underpowered test does not fail loudly. It returns a decisive-looking result that is noise, and teams then build on it for years.
Analytics
Why analytics never matches the back office
The question is not how to make the numbers match. It is how large the gap is, what causes it, and whether it is stable enough to make decisions against.
Advertising
Counting conversions is costing you money
If every conversion in the account is worth the same, bidding will buy whichever is cheapest. That is usually the one worth least. Assigning values is the fix.
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