Insights
Written when we have something worth your time.
Patterns from the work, anonymized and compressed. A post has to be new, applicable, and likely to change what you do, or we skip the week.
Experimentation
Why Most Startup Experiments Fail (and What to Do Instead)
Ten "winning" tests and flat company growth usually means the experiments were framed around outcomes, not behavior. The fix is in how a test starts, not the math.
Retention & Lifecycle
Retention in Marketplaces: Why Liquidity Beats Variety Alone
Liquidity, not variety, is what brings marketplace buyers back. That changes what you measure, and what you stock.
Acquisition & Creative
Brand Marketing: Our Playbook for Profitable Growth
Our working playbook for brand spend that has to defend itself: what to run, what to measure, and when to stop.
Data Foundations
Creative Ontology Design: Connecting Ad Assets to Results
Tag ad assets so results trace back to creative decisions, not just campaigns. The naming system is the analytics.
Get in touch.
Tell us what you are trying to figure out. If we can help, we will say how. If we are not the right fit, we will say that too, and point you somewhere better.
01
Free work first
We start by doing a real piece of work on your data, free, so the first thing you judge is output, not a pitch.
02
First build, fixed scope
A trusted core metric layer in weeks, not quarters, at a fixed price. Small enough to be safe, real enough to matter.
03
Scale when it earns it
Month to month from there, from a few thousand a month. You own every model, dashboard and definition.