Media mix modelling: adstock, saturation and where the next pound goes
How media mix modelling uses adstock and saturation curves to find the marginal ROI per channel and where the next pound should go, with a hamper shop example.
Pay Per Click Advertising
Paid advertising strategies and optimization
Modelling the value of marketing communications
How to put an honest number on one more email, webinar or retargeting ad: response curves, marginal value, holdout groups and the frequency that pays.
Polynomial distributed lags: how long does marketing keep working?
Why an email keeps producing trials for weeks, how the Almon polynomial lag model measures that curve, and how Werkbank used it to pick a three weekly send cadence.
Lookalike Audiences Explained: The Complete Guide to Finding Your Best Customers on Google and Meta
Lookalike audiences help you find new customers who share characteristics with your best buyers. This guide covers how to set them up on Google and Meta, their benefits and limitations, and why they work the way they do.
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.
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.
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.
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.
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.