Writing
Long-form posts on marketplaces, agency operations, and the gap between marketing and engineering.
I publish on LinkedIn first. The best ones end up here, with more space and fewer constraints.
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The omnichannel argument: why brands shouldn't have four agencies
Most consumer brands run three or four agencies in parallel. The math doesn't add up. The fix is structural.
· 6 min -
Three patterns I find in almost every Amazon audit
Across the brand audits I've done, three diagnostic patterns show up in nearly every account, regardless of category or revenue scale.
· 6 min -
The conversion rate gap inside the same catalog
Every catalog has a best ASIN that converts 3 to 8 times the account average. Most agencies don't measure it. The gap is usually the single biggest revenue opportunity in the account.
· 5 min -
Your branded keywords are starving
Why agencies starve the cheapest, highest-ROAS traffic in your account. Examples from skincare and energy drink audits.
· 5 min -
Static click thresholds cost real money
Most agencies use a 20-clicks-no-orders rule. The right threshold varies by account. The wrong threshold costs thousands per month.
· 5 min -
ASIN-level ACOS is the wrong metric
Most agencies report ACOS per ASIN. The halo effect makes the number misleading. Catalog-level ACOS is the right view.
· 5 min -
Half your budget is in 'No Portfolio'
Most accounts have 70-99% of their ad spend in the default 'No Portfolio' bucket. It's the structural failure most agencies skip because it's boring setup work.
· 4 min -
Most agency reports are designed to hide things
Monthly agency reports are sales documents disguised as performance data. The fix is structural.
· 6 min