This is where I share the advanced concepts, strategic thinking and real-world methods that drive sustainable growth in SaaS, ecommerce and digital business. Everything I publish is based on lived experience and tested systems across performance marketing, data science, product design and customer journeys. I keep the language clear and free from unnecessary jargon, but I do not oversimplify. Real growth is complex, and my aim is to make that complexity accessible without losing what makes it powerful. Whether you are looking to scale faster, make smarter decisions or fix what is underperforming, these insights are built to help. If you need help applying anything or want to explore what is possible for your business, feel free to get in touch.
Product-led growth is not a buzzword. This article breaks down how to build a true feedback loop between what users do, what the product delivers, and how growth systems translate behaviour into momentum.
ChatGPT and Gemini are not the same, and neither is how people use them. This article breaks down which models dominate which queries, what industries they impact most, and how to adapt your content and platform strategy accordingly.
As AI-first engines like ChatGPT, Perplexity, and Bing redefine discovery, traditional SEO is no longer enough. This article explores how to get mentioned, structured, and cited in AI-generated answers, and why this may be the new Google.
The term "growth hacker" has lost its meaning. In this article I explain what true growth hacking really requires, and why most who claim the title are missing the full-stack skillset, strategic vision, and execution speed it demands.
Expanding into Germany, Austria or Switzerland after Brexit brings hidden challenges. This article breaks down the most common brand, operational and cultural mistakes I see UK companies make when scaling into the DACH region - and how I help fix them.
Game theory is not just abstract maths — it is a practical toolkit for predicting competitor moves, pricing pressure and market equilibrium. In this article, I explain how I use Nash equilibrium, dominant strategies and payoff matrices to shape real-world growth decisions.
Most marketing analysis relies on correlation, not causation. In this article, I explain how I use propensity scores, instrumental variables and causal models to estimate true effect — especially when controlled experiments are not possible.
UK brands often rely on charm and casual tone - but in DACH markets, trust is built through clarity, formality and evidence. In this article, I show how I adapt copy, UI and positioning for value-conscious German-speaking audiences.
A legendary ecommerce case study revealed how changing one word in the checkout flow generated $300 million in revenue. In this article, I unpack what happened, why it worked, and how I apply similar principles to drive measurable growth for clients.
Cross border advertising is more accessible than ever, but scaling globally requires more than pushing campaigns live. In this article, I explore how I help ecommerce and SaaS businesses structure international PPC campaigns for performance, localisation and long term success.
By combining webhooks with serverless functions like AWS Lambda and Cloudflare Workers, I create real time marketing logic that updates ads and email based on product, pricing and user events, with zero delay and full control.
The average order value is one of the most cited metrics in growth, but also one of the most misleading. In this article, I explain why means mask volatility, hide opportunity and why better statistical thinking can uncover profit that others miss.
British businesses entering Germany often discover that common pricing and billing models do not convert. In this article, I explain how I adapt SaaS and ecommerce payment systems to fit local expectations, including SEPA, invoice payment and subscription resistance.
German ecommerce buyers have very different expectations when it comes to delivery, refunds and transparency. In this article, I explain what UK brands typically miss, and which fulfilment setups and partners actually work across the DACH region.
Many businesses unknowingly violate GDPR through manipulative UX, from ambiguous cookie banners to consent traps. I explain the legal risk, design alternatives, and how I build compliant growth journeys that still convert.
A detailed breakdown of why working with an independent contractor may offer more flexibility, cost control and business impact than hiring an employee, including legal, operational and practical considerations for clients in the UK and Austria.
How I build location-aware content and ad systems that personalise product, price, delivery and urgency using IP data, geo logic and regional behaviour, all dynamically and at scale.
The DACH region enforces cookie consent laws more aggressively than most markets. In this article, I explain why GA4 and Google Consent Mode are not enough, and how I implement privacy-compliant analytics that still deliver usable insights.
As third party tracking fades, businesses must shift towards first party data strategies. In this article, I explore how SEO and data capture can work together to drive performance, retention and deeper insights.
A technical and legal guide to implementing Consent Mode and server-side tracking with performance and privacy in mind. I explain how I collect compliant event data across the UK and DACH markets while preserving marketing insights.
Google no longer ranks only full pages. With passage indexing, well structured sections can now rank independently. In this article, I explain how I create modular content that earns visibility at the fragment level, especially in longform thought leadership and technical pieces.
Ad platforms like Google and Microsoft are auction-based ecosystems. In this article, I unpack second-price auction theory, reserve pricing and strategic bidding — and explain how I use maths to improve ROI in real campaigns.
Most businesses over-invest in top-of-funnel tactics without fixing what happens next. In this article, I break down how I build full-funnel growth systems across awareness, consideration, conversion, retention and advocacy, and how to identify and fix the most common leaks.
When every brand floods the same channels with the same playbooks, results suffer. I explain how I recognise saturation patterns and apply scarcity and platform differentiation to stay ahead of the curve and reclaim return on spend.
Conversion is not just about traffic or targeting. It is about removing hesitation. In this article, I explain how I use UX audits, microcopy, layout flow and behavioural analytics to clarify journeys and improve performance.
Founders make choices under uncertainty every day — from pricing to launch timing. In this article, I explain how I use decision theory, utility functions and expected value models to support rational, risk-aware growth strategy.
Business outcomes are rarely deterministic. This article explains how I use stochastic programming, constraint relaxation, and duality theory to optimise pricing and budget allocation when behaviour and returns are uncertain.
Even as the SEO landscape evolves, performance signals like page speed and interaction delay remain essential. In this article, I explain how I integrate Core Web Vitals, conversion optimisation and UX to build sites that rank, convert and retain.
Search engines are evolving from keyword matching to entity understanding and semantic relationships. In this article, I explore what semantic SEO means in practice, how it relates to structured data, and how I use it to help clients build deep, defensible visibility online.
Modern search is no longer about ten blue links. In this in depth guide, I explore how user intent drives Google’s presentation of results, how to optimise for each SERP feature, and how I build multi format content to match user expectations and trigger visibility across surfaces.
A detailed comparison of major web frameworks, from Ruby on Rails to Next.js and beyond. I explain why I build most client platforms on these tools, where they shine, where others might be better, and what tradeoffs actually matter.
GDPR is more than compliance. In this article, I explain how I use data privacy principles to differentiate ecommerce and SaaS brands, enhance trust signals, and turn regulatory obligation into a competitive edge.
Growth is not just about metrics, it is about motivation. In this article, I explain how I apply the Jobs to Be Done framework to uncover hidden triggers behind product adoption, and how that insight helps craft offers and experiences that actually convert.
Channel selection is one of the highest leverage decisions in early and growth-stage companies. In this article, I walk through how I apply the Bullseye Framework to test, prioritise and scale traction channels based on CAC, payback period and real operational fit, not guesswork.
As search engines evolve from keyword driven ranking systems to direct answer and generative response engines, traditional SEO alone is no longer sufficient. This article explores how to future proof your visibility strategy with AEO and GEO, and how Keferboeck helps clients grow through these innovations.
Funnels capture once. Flywheels compound. In this article, I explain how I design self-reinforcing growth loops that drive acquisition, retention and revenue with accelerating momentum.
Before scaling any paid campaign, I run a strategic fit audit across message, market and model. This article explains how I validate demand, test resonance, and check pricing logic to avoid poor CAC efficiency and post acquisition churn.
Email and lead capture is central to modern growth, but too often fails under GDPR scrutiny. In this article, I explain how I design compliant flows that collect usable first party data without compromising legality or conversion.
Choosing the right growth or digital marketing agency can make or break your project. In this guide, I’ll walk you through what to look for, the key questions to ask, and how to ensure your agency partner is invested in your success.
From APIs to low code tools to custom scripts, I explain how I combine Zapier, Segment, Python, Google Ads API, Postmark and more into a cohesive marketing engine that adapts in real time to customer and business signals.
AIDA still works - but not as it used to. In this article, I explain how I rework the Attention–Interest–Desire–Action framework for multi-touch, cross-device, privacy-conscious growth strategy.
Google’s generative AI features are transforming the nature of organic search. In this article, I examine the impact of SGE on visibility, how zero click behaviour is rising, and how I help clients adapt to this new search experience.
In this blog post, I explain why I moved away from growth hacking informational websites to focus on transactional websites, such as ecommerce stores and subscription-based apps. I delve into the role of data science in overcoming growth challenges and automating marketing campaigns, ultimately leading to more efficient and measurable growth strategies.
Third party platforms and plugins can expose you to GDPR fines if they mishandle data. In this article, I explain why vendor due diligence matters, how I review integrations, and what founders and growth teams must understand before connecting any tool to their stack.
The traditional digital marketing agency model is broken. You know the one – those agencies (often masquerading as "growth" experts) who charge you by the hour or day, racking up fees regardless of the actual results they deliver. This outdated approach is not only inefficient but actively discourages agencies from achieving truly exceptional outcomes for their clients.
Learn how to set up Google BigQuery for your Rails Solidus store and connect it to various data sources. We’ll explore how to analyse marketing campaigns and calculate key metrics such as lifetime value and campaign-driven sales.
Artificial intelligence is reshaping how content is produced and consumed. In this article, I explore when to use AI generated content, how to avoid SEO penalties, and how I integrate prompt engineering and human refinement to deliver real search performance.
British-style Meta ads often underperform in the DACH region. In this article, I explain how I rewrite ad creative and restructure campaign logic to reflect slower scroll behaviour, stricter privacy norms and proof-driven buyers in Germany, Austria and Switzerland.
Performance Max and black box ad platforms have changed the rules. In this in depth guide, I explain how I work with automated systems to influence bidding, placement and creative outcomes without manual control.
Expanding from the UK into Germany involves far more than translation and shipping. This article walks through the critical legal and operational steps I help clients take - including registration, tax, data compliance and payment setup.
Germany is a high-value but high-friction market. In this article, I explain how I use Austria and Switzerland as bridge markets, refining messaging, pricing and campaigns in smaller German-speaking markets before launching in Germany.
Most growth frameworks stay theoretical. I use AARRR as a live diagnostic — identifying bottlenecks in acquisition, activation, retention, referral and revenue across product, marketing and lifecycle flows.
In this blog post, I discuss whether AI, such as ChatGPT, will ever replace developers. From my experience, AI is an invaluable assistant for developers, but it cannot replace the need for human expertise in coding. Here’s why.
Programmatic SEO enables the creation of large scale content assets through automation, but real success comes from precision and value. In this article, I explore how I build automated content systems for long tail traffic and local visibility without sacrificing quality.
Competing with big players in the homogeneous product market presents unique challenges. This article explains how to break through price wars and beat the competition by leveraging creative strategies, data science, and innovative marketing.
Engagement is not manipulation - if done right. In this article, I explain how I use the Hook Model to drive retention through ethical triggers, rewards and user investment in SaaS onboarding, ecommerce loyalty and product nudging.
Rather than reacting to conversions, I use real time behavioural data to anticipate intent and trigger automated campaigns. This article explains how I use session signals, referral context and cohort scoring to push users into higher performing flows.
Many ecommerce stores fail because their messaging is unclear or inconsistent. In this post, we’ll explore the common issues businesses face and how to fix them with clear, customer-centric messaging.
Choosing a payment gateway is a crucial decision for any business. But what happens when you need to switch providers? This seemingly simple move can be fraught with risk, potentially leading to service disruptions, frustrated customers, and even lost revenue.
Combining email and PPC logic creates more intelligent journeys. In this article I explain how I sync ad creative and email flows through user signals, UTMs, and intent paths, with real-time cross-channel triggers.
A practical guide to key game theory and economic models I use to forecast competitor behaviour, launch smarter, and structure pricing strategy — including Stackelberg, Cournot, Bertrand and more.
Privacy first search engines like DuckDuckGo, Brave and Kagi are reshaping the landscape. In this article, I explore how I approach privacy focused SEO, the rise of ethical content strategies, and how to gain visibility in privacy aligned ecosystems.
Connecting your Rails Solidus setup with Postmark for email handling can be tricky. Learn how to configure it across development, staging, and production, and ensure emails don’t accidentally go out from non-production environments.
A modern growth stack starts with centralised data. In this article I explain how I use BigQuery and Snowflake to join ecommerce, CRM and campaign signals, then trigger smarter emails, ads and segment logic in near real time.
Competing in markets with homogeneous products vs differentiated products requires entirely different strategies. In this article, we explore these market dynamics, challenges, and how data science can give businesses the edge in both situations.
Performance Max campaigns often underperform in Germany due to structured buying behaviours, strict privacy norms and language nuance. In this article, I explain how I modularise asset groups and use layered segmentation to regain control and performance in the DACH region.
You do not need a massive budget to win a new city. But you do need data, context, and a ruthless focus on fixing what breaks local momentum. This article outlines the playbook I use when helping brands grow territory by territory.
Going beyond Smart Bidding with your own intelligence layer. In this article I explain how I build custom bidding logic that pulls in CRM signals, profit margins, inventory levels and LTV metrics to drive more intelligent paid media spend.
Learn how to track your online campaigns with UTM URLs, use Google’s UTM Builder, and ensure consistency in your tracking parameters. We’ll dive deep into best practices, common pitfalls, and how to track even offline campaigns effectively.
Forget dashboards and vanity metrics. This article explains how I use data science to drive segmentation, trigger campaigns, predict revenue, and make growth systems smarter, not just louder.
The consulting industry, especially in growth and technology, often fails to deliver the right results. This article discusses the disconnect in consulting and how I solve the accountability issue through commission-based growth marketing.
Understanding statistical significance, error margins, and sample sizes is crucial for data-driven decision making in marketing. In this post, we’ll explain these concepts and how they impact your marketing campaigns, especially in ecommerce.
Attribution becomes more complex when you are dealing with the same language in different cultural and legal contexts. In this article, I explain how I track growth across DACH markets using BigQuery, GA4 and CRM integrations, with clean attribution across dialects, subdomains and consent regimes.
Selling SaaS in Germany is rarely a fast process, and British-style CTAs like “book a demo” often fail. In this article, I explain how I structure DACH-ready B2B funnels with formal onboarding, legal docs, and step-by-step decision journeys.
Most product messaging talks about features. The StoryBrand framework changes that. In this article, I explain how I use Donald Miller’s narrative method to position the customer as the hero and rewrite pages that convert better by being clearer.
When clients and service providers want different things, trust breaks. I explain how I use principal-agent theory to design contracts, retainers and compensation structures that drive shared outcomes, not friction.
With the introduction of IndexNow and the pressure on crawl budgets, speed and efficiency in content discovery have become essential. In this article, I explain how I implement instant indexing, optimise for faster crawling, and support large sites with real time updates.