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Insights

Real insights from our experience.

We share what's working in performance marketing, GEO, AI Search, and the operational systems behind marketing growth.

What Is Generative Engine Optimisation
GEO & AI Search May 2026
What Is Generative Engine Optimisation — And Does Your Brand Need It?
GEO gets your brand cited inside AI answers. How it works, how it differs from SEO, and how to audit your visibility in 20 minutes.
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 What Does LTV:CAC Ratio Actually Tell You
Performance May 2026
What Does LTV:CAC Ratio Actually Tell You
One of the most important growth metrics and one of the most misread. What payback period and cohort churn reveal that the headline ratio hides.
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 Why Creative Is Now the Most Controllable Lever in Paid Media
Performance May 2026
Why Creative Is Now the Most Controllable Lever in Paid Media
Platforms have automated targeting and bidding. Creative is the last lever advertisers genuinely control — and it trains the algorithm.
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 What Is First-Party Data in Marketing
Performance April 2026
What Is First-Party Data in Marketing
First-party data is now the foundation of performance marketing. How to build a strategy that collects, consents, and activates owned data.
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 What Is Marketing Attribution
Performance April 2026
What Is Marketing Attribution — and Why Is Everyone Getting It Wrong
Attribution measures what advertising touches, not what it causes. Why every model has blind spots, and how to triangulate instead.
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 Why ROAS Is a Misleading Metric for Growing Brands
Performance April 2026
Why ROAS Is a Misleading Metric for Growing Brands
ROAS measures revenue efficiency but not profit or long-term demand. The five metrics growing brands need alongside it.
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 What Is CPA in Marketing
Performance April 2026
What Is CPA in Marketing — and When Should You Stop Optimising for It
CPA measures attributed conversion cost, not business value. When it works, when it misleads, and what to track alongside it.
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 What Is a Good ROAS
Performance April 2026
What Is a Good ROAS — and Why the Answer Depends on Your Margins
A good ROAS starts with your break-even point from gross margin, not an industry benchmark. How to calculate the right number for your business.
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 What Are Category Entry Points in Marketing
Performance April 2026
What Are Category Entry Points in Marketing
CEPs describe the situations that trigger buying, not just who buys. How to identify them and build content around them for better mental market share.
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 What Are Distinctive Brand Assets
Performance April 2026
What Are Distinctive Brand Assets — and Why They Belong in Your Performance Ads
The non-name cues that trigger brand recognition unprompted. Why they belong in every performance ad, and what stripping them costs over time.
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 What Is a Marketing Funnel
Performance April 2026
What Is a Marketing Funnel — and Why the Standard Version Is Wrong
The funnel is useful for planning, dangerous as a measurement model. How it drives under-investment in brand — and how the 95-5 framework fixes it.
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We're publishing senior practitioner perspectives on performance marketing, GEO, AI Search, and creative systems. Written by the people running the work, not interns recycling thought-leadership decks. Get notified when new pieces ship.
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What we'll cover
The areas we'll write about.
GEO & AI Search
How brands show up in ChatGPT, Perplexity, Google AI Overviews, and how to actually move the needle on visibility.
  • Citation strategy that works in 2026
  • Content systems for AI-first discovery
  • Measurement when the click is gone
Performance marketing
What's actually working on Google, Meta, TikTok, LinkedIn. And what's quietly failing under the surface of "good" reports.
  • PMax and Advantage+ in practice
  • Creative systems that compound
  • Conversion signal architecture
Landing pages & CRO
Pages that earn trust, qualify intent, and teach the platforms, not just collect form fills.
  • Message-match across the funnel
  • Trust transfer mechanics
  • Testing systems that scale learning
Creative systems
Building creative output that the platforms can learn from, not slop that fills an ad library and burns budget.
  • Hooks, angles, and category entry points
  • AI-powered production without quality loss
  • Creative-to-buyer-trigger fit
Measurement & intelligence
Reporting that drives decisions, not dashboards that look impressive and change nothing.
  • Attribution that holds up in 2026
  • Signal cleanup and conversion architecture
  • Weekly review systems that compound
Operating systems
How senior marketing teams operate. Pacing, weekly reviews, knowledge capture, AI-native workflows.
  • The 4E framework in practice
  • AI-augmented team operations
  • Decision systems for marketing leaders
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