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.
Growth Hacking Strategies
Data driven approaches to rapid, sustainable business growth
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.
Why I Left the Google Ads Partner Programme and Why You Might Want to as Well
For years, I was a certified Google Ads Partner. Not because I wanted the badge, but because I thought it gave my clients confidence. After all, the label implied expertise, accountability, and a seal of quality from the biggest name in digital advertising. But recently, I let the certificate expire. Not due to a lack of ad spend. Not due to a lack of expertise. But because remaining a Google Ads Partner increasingly comes at a cost, one paid by the client.
Why I Do Not Believe in Consulting for Growth and Technology
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.
The Death of the Hourly Rate: Why Commission Based Marketing is the Future
The traditional digital marketing agency model is broken. Those agencies who charge you by the hour or day rack 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 This outdated approach is not only inefficient but actively discourages agencies from achieving truly exceptional outcomes for their clients.
Why Clear and Consistent Messaging is Crucial for Ecommerce Success
Many ecommerce stores fail because their messaging is unclear or inconsistent. In this post, I explore the common issues businesses face and how to fix them with clear, customer centric messaging.
What Is a Growth Hacker? (And Why Most Agencies Are Just Rebranded Marketers)
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.
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.
Why UK Brand Tone Often Undermines Trust in DACH: Fixing Copy, Colour and Credibility
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.
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 Tragedy of the Commons in Marketing: Shared Attention, Platform Overuse and Diminishing Returns
Learn how I recognise saturation patterns in paid ads, email, content and influencer marketing, and apply scarcity, differentiation and platform switching to reclaim return on spend before competitors catch on.
The Ultimate Guide to Picking the Right Growth or Digital Marketing Agency
Choosing the right growth or digital marketing agency can make or break your project. In this guide, I walk you through what to look for, the key questions to ask, and how to ensure your agency partner is invested in your success.
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.
One Word, $300 Million: The Quiet Power of UX and Microcopy in Conversion Growth
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.
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.
The StoryBrand Framework for SaaS and eCommerce: Clarifying Value to Drive Action
Learn how I use Donald Miller's StoryBrand narrative framework to position the customer as hero and write pages that convert better by being clearer.
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.
Statistical Thinking for Growth Hackers: Why Averages Are Lying to You
Learn how I use statistical thinking to uncover hidden profit in skewed distributions, segment high value customers, and make better growth decisions than those who rely on misleading averages.
Shipping, Fulfilment and Returns: What UK Ecommerce Brands Overlook in Germany
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.
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.
From Keywords to Concepts: The Rise of Semantic SEO and Entity Based Optimisation
Learn 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.
Search Intent Evolution and SERP Feature Optimisation: Winning the Real Estate Beyond Rankings
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.
Search Generative Experience and the Changing Landscape of Organic Traffic
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.
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.
Where Product Ends and Growth Begins: Closing the Loop Between Features, Funnels and Feedback
Learn how to build a real feedback loop between what users do, what the product delivers and how growth systems translate behaviour into momentum, with practical examples from SaaS and eCommerce.
Privacy Driven Search Trends: Optimising for a More Ethical Web
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.
Principal Agent Theory in Agencies and Retainers: Structuring Incentives That Actually Work
Learn how I use principal agent theory to design contracts, retainers and compensation structures that align client and provider incentives, reduce friction and drive shared outcomes in agency and consulting work.
Pricing and Payment Preferences: Why German Buyers Avoid Subscriptions and Expect Pay on Invoice
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.
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.
Post Brexit, Pre Growth: What British Businesses Get Wrong About DACH Expansion
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.
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.
Why Performance Max Breaks More Easily in Germany, and How I Segment Asset Groups to Regain Control
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.
Passage Indexing and Content Fragmentation: Designing for Section Based Visibility
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.
From British Punchy to German Precision: Retooling Meta Ads and Social Strategy for the DACH Region
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.
The Message Market Model Fit Framework: Getting All Three to Align Before Spending a Pound
Learn how I run a strategic fit audit across message, market and model before scaling any paid campaign, to validate demand, test resonance and check pricing logic before wasting budget on poor CAC efficiency.
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.
Jobs to Be Done (JTBD) in Growth Strategy: Positioning Based on Real User Motivation
Learn how I apply the Jobs to Be Done framework to uncover hidden triggers behind product adoption and craft offers and experiences that actually convert.
IndexNow, Instant Indexing and Crawl Budget Strategy in a Real Time Web
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.
How to Rank in ChatGPT and AI Search Engines: The New Visibility Frontier
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 Hook Model and Habit Loops: Creating Repeat Engagement Without Dark Patterns
Learn how I use the Hook Model to drive retention through ethical triggers, rewards and user investment in SaaS onboarding, eCommerce loyalty and product nudging.
From Zero to Loyal Hero: Growth Marketing Through Retention and Referral
A deep dive into how growth marketers build scalable brands from scratch by prioritising retention and referral. Learn how to architect brand stickiness, build partnerships, incentivise advocacy, and measure what matters, from word of mouth to statistical models based on the AARRR framework.
The Growth Flywheel: Compounding Loops Instead of Linear Funnels
Learn how I design self reinforcing growth loops that drive acquisition, retention and revenue with accelerating momentum instead of linear funnels that leak.
Geo Personalised Ads and Content at Scale
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.
How Data Processors Can Get You Fined: Vetting Vendors Before They Undermine Your Compliance
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.
GDPR as a Strategic Advantage: Building Trust, Reducing Churn and Winning Long Term Loyalty
Learn how I use data privacy principles to differentiate eCommerce and SaaS brands, enhance trust signals and turn regulatory obligation into a competitive edge.
GDPR vs Growth: Why Email Capture, Lead Forms and Onboarding Journeys Must Be Rebuilt for Consent
Learn how I design compliant email capture and lead forms that collect usable first party data without compromising legality or conversion, with practical examples from SaaS and eCommerce.
GDPR Dark Patterns: How UX Can Be a Legal Liability
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.
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.
Beyond Awareness: Building Full Funnel Growth Frameworks That Do Not Leak
Learn how I build full funnel growth systems across awareness, consideration, conversion, retention and advocacy, identifying and fixing the leaks that waste budget and stall compounding growth.
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.
Cross Border Setup: Legal, Tax and Compliance Steps UK Businesses Must Take in Germany
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.
Cross Border PPC and Scaling Internationally: Growth Beyond Borders with Precision and Strategy
Learn how I help eCommerce and SaaS businesses structure international PPC campaigns for performance, localisation and long term success.
Core Web Vitals and User Experience in 2025: Speed, Clarity and Conversion Still Matter
Learn how I integrate Core Web Vitals, conversion optimisation and UX to build sites that rank, convert and retain, even as the SEO landscape evolves.
Cookies, Consent and the ePrivacy Mess: Why DACH Needs a Different Tracking and Analytics Setup
Learn why GA4 and Google Consent Mode are not enough for DACH markets, and how I implement privacy compliant analytics that still deliver usable insights.
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.
The Clarity Framework: How I Use UX, Copy and Analytics to Remove Friction from Conversion
Learn how I use UX audits, microcopy, layout flow and behavioural analytics to diagnose hesitation, remove friction and improve conversion rates across ecommerce checkout flows and SaaS demo requests.
ChatGPT vs Gemini: Where to Optimise Your Content and Why It Matters for Every Industry
Learn which AI models dominate which queries, what industries they impact most, and how to adapt your content and platform strategy for ChatGPT and Gemini.
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.
The Bullseye Framework for Channel Selection: How I Prioritise What to Scale and What to Kill
Learn how I apply the Bullseye Framework to test, prioritise and scale traction channels based on CAC, payback period and real operational fit instead of guesswork.
Testing Before Scaling: How I Use Bridge Market Tactics in Austria or Switzerland Before Entering Germany
Learn how I use Austria and Switzerland as bridge markets, refining messaging, pricing and campaigns in smaller German speaking markets before launching in Germany.
Bootstrapping Local Market Growth: How to Scale Territory Without Big Budgets
Learn how to win a new city without a massive budget using data, context and a ruthless focus on fixing what breaks local momentum, with the playbook I use when helping brands grow territory by territory.
Beyond SEO: Winning Visibility in the Age of AEO and GEO
Learn how to future proof your visibility strategy with Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) as search evolves from keyword driven ranking to direct answer and generative response engines.
Beyond Aesthetics: Building High Impact Social Media Strategies for Lifestyle Brands
Learn how to plan, execute and scale performance driven content strategies that tell stories, build community and convert, powered by data science, segmentation logic and a deep understanding of what makes platforms tick in 2025.
Why Working With Me as a Contractor Can Benefit You
Learn 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.
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.
B2B SaaS Sales in Germany: Procurement, Legal Review and Stakeholder Layers Explained
Learn how I structure DACH ready B2B funnels with formal onboarding, legal docs, and step by step decision journeys that match how German organisations actually buy.
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.
Auction Theory and Bidding Strategy: How I Optimise Paid Media Spend with Maths
Learn how I apply second price auction theory, reserve pricing and strategic bidding to improve ROI in Google Ads and Microsoft Advertising without simply spending more.
The AIDA Model Rewired for 2025: Attention Is Not Enough Anymore
Learn how I rework the Attention Interest Desire Action framework for multi touch, cross device, privacy conscious growth strategy, with practical examples from SaaS and eCommerce.
AI Content in Search: Detection, Ranking and Ethical Use
Learn 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.
Accessibility Requirements in 2025: What Barrierefreiheit Means for eCommerce, SaaS and Corporate Websites
Learn about European and international accessibility laws, who they affect, and how they shape the design and development of digital experiences for online businesses in eCommerce, SaaS and beyond.