The True Cost of Outsourcing Business Critical Development
A cautionary tale about outsourcing Ruby on Rails and Solidus development to low-wage countries. Learn why saving money often ends up costing you everything.
Data Science & Analytics
Using data to drive decisions and uncover insights
AI in Business: The Complete Guide to Opportunities, Dangers, and Getting It Right
A comprehensive guide to implementing AI in your business. Learn about cloud vs self hosted solutions, privacy risks, GDPR compliance, and hybrid architectures that give you the best of both worlds.
Why I Moved from Growth Hacking to Data Driven Ecommerce Growth
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.
A Unified Campaign Automation Stack
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.
Triggering Ads from Email Activity and Vice Versa
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.
The Shift to Black Box AI Campaigns: How I Engineer Results in the Age of Performance Max and Automation
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.
The Importance of Statistical Significance and Error Margins in Performance and Growth Marketing
Understanding statistical significance, error margins, and sample sizes is crucial for data driven decision making in marketing. In this post, we explain these concepts and how they impact your marketing campaigns, especially in ecommerce.
Strategic Interaction Models Every Growth Hacker Should Know
Learn the key game theory and economic models I use to forecast competitor behaviour, launch smarter and structure pricing strategy, including Stackelberg, Cournot, Bertrand and more.
Optimisation Under Uncertainty: Stochastic Programming for Budget Allocation and Pricing Strategy
Learn how I use stochastic programming, constraint relaxation and duality theory to optimise pricing and budget allocation when behaviour and returns are uncertain, with real examples from ad spend and dynamic pricing.
Setting Up Google BigQuery for Ecommerce Analytics with Rails Solidus Integration
Learn how to set up Google BigQuery for your Rails Solidus store and connect it to various data sources. We explore how to analyse marketing campaigns and calculate key metrics such as lifetime value and campaign driven sales.
Webhooks and Serverless for Fully Reactive Campaign Logic
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.
Programmatic SEO and Content Automation: Scaling with Strategy and Structure
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.
Predictive Automation Using Behavioural Segments
Learn how I use real time behavioural data to anticipate intent and trigger automated campaigns before conversion happens, with practical examples using session signals, referral context and cohort scoring.
The Pirate Metrics Framework (AARRR): How I Use It to Diagnose Growth Bottlenecks
Learn how I use the AARRR framework as a live diagnostic tool to find and fix growth bottlenecks across acquisition, activation, retention, referral and revenue.
Merging First Party Data with SEO: Preparing for the Cookieless Future
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.
Mastering UTM Tracking for Your Online Campaigns
Learn how to track your online campaigns with UTM URLs, use Google's UTM Builder, and ensure consistency in your tracking parameters. We cover best practices, common pitfalls, and how to track even offline campaigns effectively.
Game Theory in Growth Strategy: Pricing, Positioning and Strategic Interactions
Learn how I use Nash equilibrium, dominant strategies and payoff matrices to shape real world growth decisions in pricing, positioning and competitive response.
Event Tracking and Consent Mode: Engineering Data Collection Without Losing Performance
Learn how to implement Google Consent Mode and server side tracking that keeps you compliant with GDPR while preserving the marketing data you need.
Decision Theory for Founders: Choosing Under Uncertainty with Maximum Expected Value
Learn how I use decision theory, utility functions and expected value models to support rational, risk aware growth strategy when choices must be made under uncertainty.
Data Warehousing for Smart Marketing Automation
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.
What Data Science Actually Delivers for Growth
Learn how I use data science to drive segmentation, trigger campaigns, predict revenue and make growth systems smarter, with practical examples from SaaS and eCommerce.
Cross Language Attribution Modelling: How I Track Growth Across German, Swiss and Austrian Channels
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.
Competing in Markets with Homogeneous vs Differentiated Products: A Data Driven Approach
Learn how data science gives businesses the edge in both homogeneous and differentiated product markets, from real time competitive pricing to customer segmentation.
Causal Inference in Marketing: Moving Beyond Correlation with Propensity Scores and Instrumental Variables
Learn how I use propensity scores, instrumental variables and causal models to estimate true marketing effect when controlled experiments are not possible, and avoid wasting budget on false positives.
Beating Price Wars and Big Players in the Homogeneous Product Market
Learn how to break through price wars and beat the competition in homogeneous product markets by leveraging creative strategies, data science and innovative marketing.
Auto Bidding Based on First Party and External Data Sets
Learn 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, going beyond Smart Bidding with your own intelligence layer.