What ROAS Target Should You Hit Before Scaling Paid Media?
Why 2× is a floor, 3× is a scale signal, and vanity metrics kill budgets before unit economics do.
First-Party Attribution Without a SaaS Vendor
How to log multi-touch journeys on infrastructure you control — and feed retargeting without renting a black box.
Portfolio Marketing Mix Models: Why Owning the Stack Changes Everything
When you control spend and outcomes across dozens of entities, MMM stops being a consultant slide and becomes a weapon.
Multi-Touch Attribution Explained (Without Last-Click Theatre)
Organic assist, paid prospecting, brand search, direct — how to credit channels honestly when conversions are rare.
When Not to Hire a Growth Agency
Retainers, misaligned incentives, and the case for operator-led media when margins and signal quality matter.