Running B2B lead gen in a privacy-first era
Running paid B2B lead generation for Canadian clients means starting with CASL and honest tracking. Why quality beats volume, and what I’d tell a founder spending their first $10K/month.
Vanity metrics are a tax on bad decisions
A dashboard full of green numbers once hid an account losing money on every customer. Why impressions, clicks, and ROAS-in-isolation mislead — and the metrics I optimize to instead.
Live commerce is coming to Western markets. Most marketers are unprepared.
Two years running live commerce at Daraz (Alibaba Group) taught me the three mistakes Western marketers make with the format — and why the window to build an edge is closing.
Attribution doesn’t break by accident. Here’s how I rebuild it.
Why most attribution problems are a foundation that was never built properly — and the three-step sequence I use to rebuild measurement before touching spend.