Writing
The frameworks I use to spend paid budgets well, find the segments that convert, and run tests that actually reach significance.
Paid acquisition3 min read
Can't bid on revenue yet? Put a dollar bounty on the highest-volume funnel event you trust, and optimize to yield until the data lets you step down the funnel.
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Analytics2 min read
Every conversion rate is an average. Break it into segments, feed the winners to your ad platforms, and stop paying for the losers.
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Experimentation3 min read
Low traffic means you can only detect big changes. Size the test before you run it, and only test ideas that could move the metric 30% or more.
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I take on a small number of advisory conversations each quarter: paid-acquisition audits, measurement and attribution, trial-to-paid conversion.