Fewer opinions.
More arithmetic.
Practical writing for people who have to defend a marketing budget to someone who reads the P&L. No trend pieces, no predictions, no listicles.
How to double media budget without losing efficiency
Most accounts break when budget doubles, and the cause is almost never the budget. It is that the foundation was never built to carry the weight. Here is what has to be true first.
Read articleHow much creative do you actually need?
Creative volume is the most common bottleneck in paid social, and most brands are producing roughly a third of what their spend level requires. Here is how to work out your number.
ReadThe true cost of a 20% discount
A 20% discount does not cost you 20%. Depending on your margin it can remove 40% or more of contribution, and the volume required to break even is usually impossible.
ReadTen questions that expose a performance marketing agency
Most agency pitches are indistinguishable. These ten questions are not, because a weak answer to any of them is hard to disguise and tells you more than a case study deck.
ReadYour branded search is making a weak account look strong
If branded search carries most of your paid revenue, your reported ROAS is measuring loyalty rather than acquisition. Here is how to tell, and what to do about it without losing the room.
ReadHow much can you actually pay for a customer?
Most brands set their acquisition budget from ROAS targets someone chose years ago. Here is how to derive the number from your own margin structure instead, and why it is usually higher than you think.
ReadMER vs ROAS: which number should actually run your budget
ROAS measures what a platform claims credit for. MER measures what your business actually did. When the two disagree, one of them is lying to you, and it is usually the one in the dashboard.
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AGENCY NEWSAgency News Bravescale becomes verified Klaviyo Partner
Bravescale is now an official Klaviyo Partner, marking an important milestone in how we help eCommerce brands grow more profitably and sustainably.
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ECOMMERCEEcommerce What leading ecommerce brands are doing in 2025
Leading brands – mature operators, not first-time founders – are navigating a different kind of growth: one shaped by cost pressures, channel fragmentation, and the growing gap between top-line revenue and real profit.
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AGENCY NEWSAgency News Three Wins at the Peak Awards 2024
Our first year entering the Peak Awards. Three entries, three wins, including Gold for the results we delivered for our clients in 2024.
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ECOMMERCEEcommerce Upselling & Cross-selling techniques for e-shops
Every ecommerce store seeks to increase sales – through promotional activities, advertising campaigns, collaborations with influencers, performance marketing, and many more. In most cases, however, they focus solely on the initial acquisition of potential customers, ignoring (or neglecting) significant opportunities. Upselling & Cross-selling techniques for e-shops are two of the most essential ones that can
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ECOMMERCEEcommerce The Black Friday 2023 guide for ecommerce stores
Black Friday stopped being a four-day event years ago. Here is how to prepare an online store for a five-week campaign, from margin analysis to the test run.
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