Statistical testing: sample size, lift and full factorial designs
How to size a test from the lift you need, read a confidence interval instead of a green tick, and run a full factorial that reveals interactions.
Pay Per Click Advertising
Paid advertising strategies and optimization
How much data do you actually need? Performance campaigns, A/B tests and forecasts, with the numbers
Sample sizes, spend per platform, time at a small daily budget, concurrent tests, visitor bands for A/B tests, kill rules, channel fit by stage and what a forecast needs.
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.
Modelling the value of marketing communications
How to put an honest number on one more email, webinar invitation or retargeting ad: response curves, marginal value, the full cost of a contact and holdout groups, worked through for an invented Manchester SaaS.
Polynomial distributed lags: how long does marketing keep working?
Why a newsletter keeps producing orders for weeks, how the Almon polynomial lag model measures that curve, and how an invented Leeds hamper shop could use it to pick a three weekly send cadence.
Lookalike audiences explained: finding more of your best customers on Google and Meta
How lookalike audiences work on Meta and Google today: seeds, sizes, setup, the 2026 shift to lookalikes as suggestions, what happens under the hood, and the UK rules for pixels and customer lists.
Why I left the Google Ads Partner programme, and why you might want to as well
The Partner badge rewards an optimisation score that rises when you accept Google's recommendations, and a recommendation can raise the score while it lowers your profit. Here is why I let mine expire, worked through for an invented Brighton tea shop.
Meta ads in Germany and Austria: a smaller signal, stricter rules, and how a British shop plans for both
Fewer Germans use social media, the pixel waits for consent, and the Digital Markets Act lets people opt out of profiling. What that does to a British shop's Meta campaigns, worked through in pounds.
Event tracking and consent mode: measuring what you are allowed to see, and estimating the rest
What a British shop's tracking code may do before and after a visitor presses accept, what Google's consent mode really sends on a no, and how to estimate the sales your ad platform cannot see.
Cross border PPC: how I build paid search and social for several countries from a UK base
How I set up Google Ads and Meta for several countries from one UK account, what localisation means beyond translation, and how to split the budget by the return on the next pound, shown on an invented Leeds software company.
The Bullseye framework for channel selection: how I decide what to scale and what to drop
How I use the Bullseye framework from the book Traction to pick one marketing channel: list all 19, test three small, score the results on expected value, then focus.