Performance
What should a marketing report help you decide?
Build a marketing report around a clear business decision, with a worked cost example, a reconciliation process and a reusable decision record.
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How we think
about growth.
Practical thinking on growth, creative work and the numbers behind the next decision.
Performance
Why a cheaper app install can cost you more
Compare app campaigns using matched cohorts, first-payment costs and refund adjustments, then choose a specific product or acquisition test.
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Design
Does the page keep the promise that won the click?
Audit the path from ad promise to landing-page evidence, next action and completion signal before deciding what to fix.
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Design
Where does a hotel booking path lose a ready guest?
Trace a direct hotel booking task through dates, rooms, rates, errors, payment and confirmation to find the first decisive break.
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Go-to-market
Is the offer ready for paid acquisition?
Use a six-decision readiness ledger to find whether paid acquisition can test a defined offer or would only amplify unresolved assumptions.
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Go-to-market
What belongs in the first 90 days of a B2B launch?
Sequence a B2B launch around decision gates that reduce costly uncertainty, with owners, evidence, stop conditions and weekly records.
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SEO
Which search questions deserve their own page?
Use Search Console evidence and a decision-based content map to choose whether to improve, merge, create or defer a page.
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Can AI search understand what your business can prove?
Audit the path from a supportable business claim to accessible page evidence without relying on special AI files or invented visibility scores.
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ASO
Should you change app store keywords or screenshots first?
Diagnose whether an app store problem begins with discovery, product-page presentation or the experience after installation before changing assets.
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What did your store listing test actually prove?
Plan and interpret app store listing experiments with a clear control, audience, platform metric and separate downstream quality check.
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