Writing
Working notes on marketing that has to pay for itself.
Short pieces on measurement, analytics and the commercial side of marketing, written from the actual work rather than around it.
This section is new. Rather than fill it with filler, here is what is being written and roughly in what order. The first pieces go up shortly.
What marketing dashboards are good at, and what they are not
Platform reporting answers a narrow question extremely well. Most of the trouble starts when it gets read as an answer to a wider one. Where the boundary sits, and how to work on both sides of it.
Measurement that survives a boardroom question
Building tracking and reporting that holds up when someone senior asks where a number came from. Implementation choices, the assumptions worth writing down, and the ones that quietly decide the result.
Working with messy marketing data in SQL
Joining sources that were never designed to sit together, and the joins that break silently. A practical walkthrough with the failure modes shown rather than skipped.
Ranges instead of forecasts
Why a single projected number is the least useful thing an analyst can hand a decision maker, and how to produce an honest range in Python with the assumptions left visible and adjustable.
Personalisation and the trust it spends
Notes from doctoral research: what personalisation costs in trust, why conversion lift is a short horizon measure of a long horizon relationship, and what a responsible system would do differently.
Meanwhile
The work itself is documented.
Until these are published, the Work page covers the tools and the thinking behind them in more detail than most posts would. I am also happy to talk any of it through directly, get in touch.