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.
Growth Hacking Strategies
Data driven approaches to rapid, sustainable business growth
Commission Based Pricing Month by Month: The Worked Example
The transparency page shows the prices and the playground lets you model a commission deal. This is the piece in between: one fictional but realistic shop, 1.8 million a year, walked through twelve months of a results based engagement. What is agreed before the start, what the invoice says each month, what the commission is calculated on, how it is measured and who can see it, what happens in a slow quarter, what happens when you want out, what is not in the price, and what the same year would cost on the phased packages, with an agency, or with a hire. A worked example, not a promise, and I say so all the way through.
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.
The customer loyalty journey: from segments to experiences
One loyalty project, four methods: behavioural segments, elasticity per segment, a loyalty loop and an experiences questionnaire, planned month by month.
What Is a Smart Website? Pages That Adapt to the Ad That Brought You Here
Most businesses pay for ads that promise one thing and then send everyone to the same page that says another. A smart website closes that gap: one canonical site for search engines and cold visitors, and a variant of each page that continues the ad a visitor clicked, remembered with their consent, tested against real conversions, and edited through AI in the client portal instead of a CMS. Here is what that means, how it works under the hood, what it refuses to do with personal data, and two worked examples.
Loyalty: the three Rs, the spectrum, and designing earn and burn
How to tell whether a loyalty programme changes behaviour or just pays for it: the three Rs, earn and burn design, breakage and the real liability.
Server Side Tracking: The Technical Guide to Fixing Your Broken Analytics
A technical deep dive into server side tracking for marketers and developers who are tired of watching their conversion data degrade. Starts with an accessible explanation of why browser based tracking is failing, then gets properly technical with architecture diagrams, GTM Server Side Container configuration, Meta Conversions API implementation, Google Enhanced Conversions setup, deduplication logic to avoid double counting, consent mode integration, first party data enrichment strategies, infrastructure hosting options, debugging techniques, and honest cost analysis. Written for people who actually need to implement this, not just read about it.
Zero Click Content: How to Win When Nobody Visits Your Website
Why the best content strategy in 2026 might be giving away everything on platform and expecting nothing in return. This piece explores the death of the link in bio era, why every major platform actively punishes outbound links, the counterintuitive economics of giving away your best work where people already are, platform specific tactics for LinkedIn, Twitter, Reddit, and TikTok, how to build a business when your content never drives a single click, and why brands obsessed with website traffic are losing to creators who stopped caring about it entirely.
Community Led Growth: How to Win by Actually Being Helpful (A Guide for Recovering Marketers)
A comprehensive and occasionally irreverent guide to community led growth, the practice of building business by genuinely participating in Reddit, Discord, Slack, and niche communities where your customers already congregate. Covers what CLG actually means and how it differs from community marketing, why traditional marketing tactics fail spectacularly in communities, how to participate without getting banned or becoming that person everyone mutes, the long game of building genuine relationships and trust, when to mention your product and when to absolutely not, measuring success when the metrics are fuzzy, and common mistakes that turn you into a cautionary tale in the community you were trying to impress.
Dynamic Pricing and Algorithmic Marketing: The Complete Technical Playbook
A deeply technical guide to building dynamic pricing systems that integrate competitor intelligence, margin-aware advertising budget allocation, and profit maximisation algorithms. Covers the economics of price discrimination, why static pricing leaves money everywhere, how to crawl competitors and respond in real time, how to automatically reallocate ad spend based on product margins and inventory levels, and complete Ruby on Rails Solidus implementation code with working examples. Includes mathematical formulas for price elasticity, optimal markup, and budget allocation, plus system architecture diagrams. Written for developers and growth engineers who actually build these systems.
Dark Social: The 80% of Sharing You Cannot Track (And How to Win It Anyway)
A comprehensive guide to dark social, the private sharing channels where the majority of recommendations and content sharing actually happens but which are completely invisible to your analytics. Covers what dark social is and why it matters, the measurement problem that makes most of your influential sharing show up as direct traffic, how to influence channels you cannot track, tactical optimisation for private sharing in Slack, WhatsApp, LinkedIn DMs, and email forwards, content structure that encourages dark social sharing, and how to think about attribution and measurement when your most valuable word of mouth is unmeasurable.
Cookieless Marketing: The Complete First-Party Data Strategy for 2026
A comprehensive guide to marketing in the post-cookie era. Covers why third-party cookies are effectively dead even without Google killing them, the four pillars of cookieless marketing (first-party data, zero-party data, contextual advertising, privacy-preserving measurement), technical implementation including Customer Data Platforms, server-side tracking, and consent management, practical tactics for collecting first-party data through value exchange, how to activate first-party data for targeting and personalisation, privacy-preserving measurement approaches including Marketing Mix Modelling and incrementality testing, and a detailed implementation roadmap for SaaS and eCommerce businesses.
SEO vs AIO vs GEO vs AEO: The Complete Guide to AI Search Optimisation in 2026
A comprehensive guide to the four layers of modern search visibility: SEO (Search Engine Optimisation), AEO (Answer Engine Optimisation), GEO (Generative Engine Optimisation), and AIO (AI Optimisation). Explains what each layer means, why the shift from ten blue links to AI-generated answers changes everything, how the layers work together, and provides detailed implementation tactics for each. Covers structured data, entity optimisation, citation earning, trust signal building, and how to measure success across all four layers. Includes common mistakes, priority order for implementation, and practical examples for SaaS and eCommerce businesses.
Data Roles in Practice: How Data Engineers, Scientists, and Analysts Actually Grow SaaS and eCommerce Businesses
A deeply practical guide to what data engineers, data scientists, and data analysts actually do to grow SaaS and eCommerce businesses. Each use case includes why it matters, exactly how it is done, the measurable impact with real revenue and profit examples, and an importance rating from 1 to 10. Covers everything from building unified customer views and calculating true customer lifetime value to predicting churn, optimising pricing, running incrementality tests, and building recommendation engines. No theory, just tactics with numbers.
Data Engineer, Data Scientist, Data Analyst: Who Does What, and Why Your Growth Depends on Them
A comprehensive guide to understanding the differences between data engineers, data scientists, and data analysts, using a single running example of a coffee subscription business to illustrate exactly what each role does and why. Covers the data engineer as the plumber who builds reliable data infrastructure, the data analyst as the translator who explains what is happening in plain English, and the data scientist as the predictor who forecasts what will happen next and designs experiments to test interventions. Explores why these roles matter for growth hacking, software development, and digital marketing, and what happens to businesses that skip them. Includes practical advice on hiring order and avoiding expensive mistakes.
53 Growth Hacks You Can Implement This Afternoon (Most Take Less Than an Hour)
The ultimate no-nonsense growth hacking cheat sheet from someone who has actually done it. 53 low-hanging fruit tactics across website optimisation, SEO, AIO, GEO, email marketing, and performance marketing that you can implement today. Each tip includes the problem it solves, exactly how to fix it, and the impact you can expect. No fluff, no theory, just actionable stuff that actually moves the needle. Whether you are a startup founder, a solo marketer, or just someone who wants their website to stop being invisible, this is the guide you bookmark and actually use.
The psychology of stressful projects: when one expert beats an entire team
Why some complex, high pressure projects go better with one experienced developer than with a team: the communication paths every new person adds, the meeting tax, experience as pattern recognition, and the psychology of carrying a project alone.
The €400 an hour AI disaster cleanup business
Fixing vibe coded software has become a business of its own. Why AI built projects with no tests and no documentation break, what a rescue involves hour by hour, and why the bargain quote so often costs the most.
Why companies hire me, and why I could never go back to nine to five
Why companies bring me in rather than employ someone, and why the easy answer misses the point. It is about time, what Irish working time law allows an employer to ask, and the freedom I trade for the intensity.
Time to market: the critical path to shipping products that matter
How to ship sooner without shipping worse: what lateness really costs, how to find and protect the critical path, the over engineering trap, why speed and stability go together, and why customers, not meeting rooms, should set the requirements.
The complete guide to digital marketing testing methods
A/B tests, A/B/n tests, bandits, multivariate tests, holdouts, geographic tests, audience splits and time based tests: what each one answers, what it needs and where it breaks.
Segmentation: strategy before algorithms
What a segment really is, the five tests it must pass, a priori versus post hoc splits, and why one churn model per segment beats one model for everyone.
Is AI another dot com bubble waiting to burst?
What the dot com crash really looked like, what the biggest AI spenders report in their own filings, where AI genuinely earns its keep, and the hidden costs a business should price in before it spends.
Onboarding and habit formation: the science of making products stick
How to find the early action that predicts retention, clear the path to it, and build habits that last: cohort analysis, the Hook model, what the 66 days really mean, habit stacking, checklists, head starts, the goal gradient and the Irish rules on onboarding emails.
Conversion and UX psychology: the science of why users click or bounce
Hick, Fitts, Miller, the peak end rule, the serial position effect, cognitive load, friction and framing: what each piece of research actually found, what it does not prove, and how to use it to review a page, with worked examples.
Behavioural economics frameworks: the science of how customers actually decide
The two systems of thinking, the biases behind a purchase, defaults, friction, hyperbolic discounting, mental accounting, choice overload and status quo bias: what the original studies found, how well they have held up, where Irish law draws the line, and how to measure each one.
Referral and viral mechanics: engineering exponential growth
The maths and psychology of referral programmes: the viral coefficient, what a value below one is still worth, why cycle time is about timing until you pass one, and the Irish rules every refer a friend scheme has to follow.
Social proof and trust: the psychology of why we follow the crowd
Why people copy other people when they are unsure, the six kinds of social proof, what the research says about reviews, and the Irish law on fake reviews, with worked examples and code to test it on your own pages.
Vibe coding: the hidden cost of AI built architectures
Where AI built prototypes break when real customers arrive: the database first, then the framework, then the language. What each popular framework is really for, the warning signs to check, and how to recover.
The maths behind it all: growth marketing mathematics explained
Ten pieces of maths that turn growth data into decisions: lifetime value against acquisition cost, payback, cohorts, survival curves, Bayesian tests, bandits, attribution and mix models, power laws, price elasticity and retention, each with a worked example.
Scarcity, urgency and loss aversion: the psychology of now or never
Scarcity, urgency, the fear of missing out, the endowment effect and the IKEA effect: what the research found, when each one helps, when it destroys trust, which tactics Irish law now prohibits, and how to measure them past the click.
Less famous conversion psychology: what the evidence supports, and what Irish law rules out
Goal gradients, fresh starts, implementation intentions, defaults, status tiers, social comparison and risk reversal: the original studies, how well each has held up, worked examples, and the tactics Irish law now bans.
Pricing psychology: what the research shows, and where Irish law draws the line
Anchoring, decoys, charm prices, tiers, reference prices, partitioned prices and loss aversion: what each original study found, how well it has held up, how to test it on your own shop, and which tactics Irish and EU law now ban.
TDD and BDD for APIs: testing web applications that talk to each other
Why testing between two applications is different from testing inside one, request specs in Rails and Django, OpenAPI documentation from tests, and consumer driven contract testing with Pact.
Background workers in Rails: how to keep one failing job from taking the whole application down
What background jobs are, how Sidekiq and the Rails 8 default Solid Queue run them, and the rules (independence, idempotency, isolated queues, monitoring) that stop one bad job from stopping everything.
Why I choose Rails or Django over PHP for software that has to last
My opinion, argued with the facts checked: conventions, safe defaults and a testing culture in the box make Rails and Django projects easier to change in year three. Where Laravel has closed the gap, I say so.
Cucumber and BDD: why I write the feature file before the code
What Behaviour Driven Development is, how Cucumber and Gherkin turn plain English into tests, the advanced features worth knowing, setting it up in Rails, and the mistakes I see most.
Dynamic pricing with AI: from elasticity to guardrails
How dynamic pricing actually works for a shop: estimating elasticity from your own orders, the markup rule, a demand model, the guardrails, and the Irish and EU price transparency and competition rules, with Solidus and Rails code.
How generative AI is changing product discovery
Shoppers increasingly ask an assistant instead of typing keywords. What that means for a shop's product pages, descriptions and structured data, with Irish dates from Google and a Rails example.
Privacy first growth: how to personalise with permission
Browsers have closed most of the gaps and Irish law asks for a yes before you personalise. How to build personalisation on consent, your own server and data people give you on purpose, with the Rails code.
What is an insight, and why most reports do not contain one
A finding says what happened. An insight names the decision it changes, prices it and states the risk. How to tell them apart, score them and write one.
When your AI starts fighting itself: the curious problem of competing eCommerce optimisation
What happens when rival shops run the same clever algorithm against each other? Bidding wars, the Nash equilibrium, why learning agents chase a moving target, and where optimisation turns into algorithmic collusion.
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 Irish rules for pixels and customer lists.
Consumer behaviour is the basis of marketing strategy, not the afterthought
Why strategy has to start from how people actually decide, why what customers say and what they do disagree, and how to turn a founder's belief into a question your data can answer.
The true cost of outsourcing business critical development
A low hourly rate is one line in a longer sum. How to price the hours, the rework, your own time and the risk, with a worked example and the story of a client who chose on rate alone.
The statistics every marketer actually needs
Mean, median, standard deviation, confidence intervals, p values and correlation, worked through on an invented hamper shop's orders so you can read marketing numbers honestly.
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 Kilkenny tea shop.
Why I do not believe in consulting for growth and technology
Advice without the work rarely creates growth. Where a consultant is worth paying for, why so much advice never turns into results, and how to compare advice with a build in euro.
Commission based growth marketing: what each way of paying an agency rewards
Hourly rates, retainers, a share of ad spend and commission each reward something different. Here is what, what goes wrong with commission, and the safeguards that keep it honest.
Why clear and consistent messaging is crucial for eCommerce success
Your advert, landing page, product page, email and checkout each make a promise. When the five say the same thing, buying feels safe. When they drift, customers stop to check, and in Ireland a drifting price can also break the law.
What is a growth hacker, and how to tell real growth work from rebranded marketing
What a growth hacker actually does, the experiment loop and the access it needs, and five questions that separate real growth work from a marketing retainer with a new label.
A unified campaign automation stack: one customer record, permission attached, every tool reading from it
What a unified marketing stack really is for a small shop: one customer and event record, consent carried on every row, and the costs of building or buying each piece.
Why a playful English language brand voice can cost an Irish shop trust in Germany and Austria, and what to change
A brand voice that leads with jokes can read as evasive to German and Austrian buyers. I show what to change, from du or Sie and claims law to the Impressum, with before and after copy for an invented Cork tea shop.
Why I moved from growth hacking to data driven eCommerce growth
Why I left growth work on content sites for shops and subscription apps, and the four things that change when growth moves from tactics to measurement: margin, incrementality, cohorts and disciplined experiments.
Triggering ads from email activity, and emails from ad activity
How to let your email list shape your adverts and your adverts shape your emails: customer lists on Google and Meta, suppressing recent buyers, match rates, refresh timing and the Irish and EU law behind it.
The tragedy of the commons in marketing: shared attention and the cost of one more message
Every shop gains from one more email or ad while the cost of a tired audience falls on everyone. Hardin's pasture, Ostrom's answer, the inbox rules since 2024 and the arithmetic in euro.
How to pick a growth or digital marketing agency or freelancer: what to ask, what to avoid and how to score them
What to ask an agency or freelancer before you sign, what each way of paying them rewards, which red flags Google itself warns about, and a weighted scoring method worked through for an invented Cork coffee roaster.
Black box campaigns: how I steer Performance Max and Advantage+ when I cannot see inside
Performance Max and Meta's Advantage+ took the old levers away, but not the control. What still steers them, what the reports now show, and how a holdout tells you what the campaign really adds, shown on an invented coffee roaster in Cork.
The $300 million button, revisited: the quiet power of UX and microcopy in conversion
What Jared Spool's famous button story really shows, and what it does not. Then the small words that decide a checkout: button labels, guest checkout, error messages, help text, reassurance at payment and accessible labels, worked through on an invented candle shop in Cork.
Statistical significance and error margins in performance and growth marketing
What a p value really tells you, how wide the margin of error on a conversion rate is, and why a significant lift can still lose you money, worked through for an invented Cork candle shop.
Strategic interaction models every growth plan should know
Your rival is doing the maths too. Bertrand, Cournot, Stackelberg, the prisoner's dilemma in brand bidding, repeated games, focal points and signalling, each worked through with invented Irish businesses and every step shown.
The StoryBrand framework for SaaS and eCommerce: clarifying value so customers act
Donald Miller's seven part StoryBrand framework, explained part by part and worked through on an invented Cork software company and a Galway tea shop, before and after. With the honest limits.
Optimisation under uncertainty: planning ad budgets and prices across scenarios
How to split an ad budget and set a price when you cannot know how the month will go: scenarios, diminishing returns, the shadow price of budget, the flaw of averages and the markup rule, worked step by step for an invented candle shop in Galway.
Statistical thinking for growth: why averages mislead you
Why the average order value hides the shape of your data, and how the median, spread, quartiles, honest outlier handling and a look at segments give you numbers you can actually decide on.
Shipping, fulfilment and returns: what Irish eCommerce brands overlook in Germany
Germans are used to fast parcels and free returns. Which carrier your customer meets, where to keep the stock and what that does to your VAT, when a German warehouse pays, and what returns really cost, worked through for a Cork shop.
Webhooks and serverless functions for campaigns that react to your shop
How to let your shop tell your adverts and emails when something changes: signed webhooks, a queue, actions that are safe to repeat, and a schedule for what no webhook will ever tell you.
From keywords to concepts: semantic SEO and entity based optimisation
Since 2012 Google has tried to recognise things, not strings. What that means for your pages, what structured data really does (and does not do) for rankings, and how I make a business unmistakable to a machine without a keyword density target in sight.
Search intent evolution and SERP feature optimisation: winning the real estate beyond rankings
A Google results page is boxes, maps, products, videos and stars as well as links. How to read the intent behind a query from the page Google builds, which features a business can earn, the rules Google publishes for each, and how to measure what you hold.
Search Generative Experience and the changing landscape of organic traffic
Google's SGE experiment became AI Overviews and AI Mode, and both now sit in front of your organic results in Ireland. What the click studies actually measured, how to estimate and measure the effect on your own site, and the controls you have since 2026.
Programmatic SEO and content automation: scaling with strategy and structure
Building many pages from one template is fine. Building the same page 400 times with a different town in the headline is spam. How to tell the two apart, and how to build the first kind.
Where product ends and growth begins: closing the loop between features, funnels and feedback
Which features turn customers into new customers, why activation decides whether the loop ever starts, and how what users do and say should decide what gets built next.
Privacy driven search: what it really means for an Irish business
DuckDuckGo, Ecosia and Brave Search carry about 1% of Irish search referrals, and most borrow Bing's or Google's index. The bigger privacy shift is in the browser and the law, and that touches every visitor you have.
Principal agent theory in agencies and retainers: incentives that actually work
Every way of paying a marketing agency rewards something, and it is rarely exactly what you want. Agency costs, fees on spend, ROAS targets, commissions, noisy measures, many tasks and who owns the account, worked through for an invented Galway candle shop.
Pricing and payment in Germany: how German shoppers pay online, and what the law asks of your price
PayPal, buying on invoice and direct debit carry most German online turnover, and German price law shapes every product page. What an Irish shop offers at the checkout, and how it shows the price, worked through for a Waterford shop.
Predictive automation using behavioural segments
How to spot the people still deciding, turn what they do on your site into an honest purchase probability, and send the message only where it changes the outcome, within EU profiling law as it applies in Ireland.
Single market, not single rulebook: what Irish businesses get wrong about expanding into Germany, Austria and Switzerland
Eight missteps I see Irish shops make in Germany, Austria and Switzerland, from treating DACH as one market to a card only checkout and Irish terms, each with the fix and a worked example from an invented Kilkenny yarn shop.
Pirate metrics (AARRR): how I use them to find the growth bottleneck
Dave McClure's five pirate metrics turn the vague question of growth into five counts. How to define each one, read the rates between them, and fix the stage worth the most.
Why Performance Max drifts in Germany, and how I structure asset groups to steer it
A copied Irish Performance Max campaign usually fails in Germany on structure, not culture. How consent thins the signal, how many asset groups that signal can carry, and what to split them on, shown on an invented Cork shop.
Passage indexing and content fragmentation: designing for section based visibility
Google never started indexing passages. It ranks whole pages, and since 2021 it can notice the one good section inside a long one. What that means, what it does not, and how I structure long pages so the right section is found, quoted and linked.
Meta ads in Germany and Austria: a smaller signal, stricter rules, and how an Irish 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 an Irish shop's Meta campaigns, worked through in euro.
Message, market and model fit: the three checks I run before spending a euro on ads
Before I scale any paid campaign I check three things in order: is the message understood, is the market big enough and reachable, and does each customer pay back once churn is counted. Worked through with an invented Galway coffee subscription.
Merging first party data with SEO: the cookie stayed, the case for your own data did not change
Chrome kept its third party cookies, but most of your visitors are already out of reach. How to turn organic search into first party data you can use lawfully under Irish and EU rules, and measure content by what each click is worth.
Mastering UTM tracking: the complete guide to clean campaign attribution in GA4
Every UTM parameter GA4 recognises, the channel rules that sort your words into buckets, one naming vocabulary, what breaks, and how the labels feed attribution. With an invented Galway candle maker and three campaigns, in euro.
Jobs To Be Done (JTBD) in growth strategy: positioning on what customers are really trying to do
What Jobs To Be Done is, where it comes from and what it is not, and how I use switch interviews, the four forces and opportunity scores to turn a customer's job into positioning, copy and ads. Worked through on an invented Cork software company.
IndexNow, instant indexing and crawl budget strategy in a real time web
IndexNow lets your site tell Bing and other engines the moment a page changes, and Google does not listen. How to set it up to the documented API, what to send, and how to make Googlebot's visits count by reading your own logs.
How to rank in ChatGPT: what OpenAI documents, what nobody outside OpenAI knows, and what to do
ChatGPT has no ranking list, just two routes into an answer and one documented gate. What OpenAI, Microsoft and the research actually say, what is unknown, and how to measure your place.
The Hook Model and habit loops: repeat engagement without dark patterns
Trigger, action, variable reward, investment: what each step of the Hook Model does, what the habit research behind it actually measured, and where a useful habit turns into a hook nobody asked for, worked through on an invented Cork coffee roaster.
From zero to loyal hero: growth through retention and referral
How to measure retention honestly, put a euro value on every point of it, raise it in the first weeks, and build a referral scheme that pays and stays inside Irish and EU law.
The growth flywheel: compounding loops instead of linear funnels
What a growth loop really is, the one number that says whether yours is doing anything, and why a loop that never runs on its own still makes every euro of marketing go further.
Geo personalised ads and content: show each visitor the facts that are true where they are
How I use location in ads, landing pages and email: which location sources to trust, how the ad platforms decide who is in an area, and how to prove the lift with a holdout.
How data processors can get you fined: vetting vendors and transfers under GDPR
Every tool in your stack that touches customer data is a legal relationship. What Article 28 asks before you sign, how the transfer rules work after Schrems II, and how I rank vendors so the review time goes where the risk is.
GDPR as a strategic advantage: trust, churn and loyalty, with the evidence checked
Does data protection really build trust and cut churn? I separate what adults in Ireland say, what experiments show and what real companies saw, and show how to measure it yourself.
Consent by design: email capture, lead forms and onboarding under the GDPR and the ePrivacy Regulations
Two laws decide whether you may email someone you collected in Ireland. How I build sign up forms, checkouts, gated guides and onboarding so every address on the list is one you can actually use.
Dark patterns and Irish law: how UX becomes a legal liability
Pre ticked boxes, banners without a reject button, shaming pop ups and countdown clocks that reset. Which Irish and EU law each one breaks, what the DPC and the CCPC expect, and what I build instead, worked through on an invented Galway tea shop.
Game theory in growth strategy: pricing, positioning and strategic interactions
Your price is only half of the decision, because your rival is choosing too. Payoff matrices, dominant strategies, Nash equilibrium, repeated games, credible threats and reaction functions, worked through for two invented Cork coffee roasters.
Beyond awareness: building full funnel growth frameworks that do not leak
How to count all five stages of a funnel, from awareness to advocacy, put a euro value on every leak, and fix the one that is worth the most first.
Decision theory for founders: choosing under uncertainty with expected value
How to choose between options when you cannot know how they will turn out: the payoff table, expected value, utility for when the bad year could sink you, regret, decision trees, and what a pilot is worth before you pay for it.
Data warehousing for marketing automation: from four tools to one customer
How a data warehouse such as BigQuery or Snowflake joins your shop, analytics, ads and email data on the customer, turns segments into queries that run every morning, and sends them back to the tools that act.
What data science actually delivers for growth
Data science delivers better decisions, measured, not dashboards. The five step loop, a way to price a better decision, and three small models at an invented Cork garden centre chain.
Cross language attribution: measuring one set of campaigns across Ireland, Germany, Austria and Switzerland
The same campaigns in two languages across four countries, and three systems that each count the orders differently. How I keep country and language apart, map everything to a market, correct for consent per market and reconcile the platforms against the orders.
Cross border setup: the legal, tax and compliance steps an Irish business takes to sell into Germany
No German company needed, no customs and no EU representatives for data or product safety, but the right VAT route, a German packaging registration with one representative, and German shop terms. The steps in order, with the law behind each and a Galway shop's first quarter in euro.
Cross border PPC: how I build paid search and social for several countries from an Irish base
How I set up Google Ads and Meta for several countries from one Irish account, what localisation means beyond translation, and how to split the budget by the return on the next euro, shown on an invented Cork software company.
Core Web Vitals and user experience: what speed, response and stability mean for your business
What LCP, INP and CLS measure, why Google grades them at the 75th percentile of real visits, how much they weigh in Search, and how to diagnose a slow page from the top, worked through on an invented Cork furniture shop.
Cookies, consent and the ePrivacy mess: one rulebook for Ireland, Germany and Austria, and why the British advice does not travel
Ireland, Germany and Austria all require consent for analytics. The UK, since February 2026, does not. What an Irish shop must do in each market, what fires when a visitor says no, and what that does to the numbers in your ad account.
Competing in markets with homogeneous vs differentiated products: a data driven approach
Selling the same product as everyone else and selling something only you make are different games with different rules. How the two markets differ, the four numbers that tell you which one each product line is in, and what each one rewards, worked through for two invented Cork shops.
The Clarity Framework: how I use UX, copy and analytics to remove friction from conversion
My four layer review for pages that get interest but not action: copy, flow, visual, and speed. With an invented Galway software company's demo request flow, measured with consented events, step rates and a proper test.
ChatGPT vs Gemini: how each one finds your content, and what that means for your business
ChatGPT search and Google's AI features fetch and cite pages by different routes, opened by different switches. Here are both routes, what the Irish figures really say (and where there are none), and a plain monthly way to measure whether either tool cites you.
Causal inference in marketing: from correlation to cause with propensity scores and instruments
Why the customers who got your campaign always look better, and how potential outcomes, propensity score matching and instrumental variables find the effect the campaign actually caused.
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.
Testing before scaling: how I use Austria or Switzerland as a bridge market before entering Germany
Why I test an Irish brand's German proposition, prices and delivery promise in Austria or Switzerland first, with the sample size, the z test and the cost of learning per market, shown on an invented Cork outdoor clothing brand.
Bootstrapping local market growth: how to win a new city without a big budget
The six step sequence I use to open a new city or region on a small budget: choose by evidence, plug the leaks, local search, measured partnerships, and the marginal cost that says when the next city opens.
Beyond SEO: winning visibility in the age of AEO and GEO
Search engines now answer before they link, and with nearly six in ten EU searches ending without a click, the page quoted in the answer is the one that is seen. How a question becomes an AI answer with citations, the three things that decide whether you are in it, and what I do on the sites I build.
Beyond aesthetics: a social media strategy for lifestyle brands that has to convert
How a fashion, homeware or food brand turns a lovely feed into orders: the story first, platforms chosen on the Irish evidence, a funnel with one objective per stage, measurement that respects consent, and creators sized as bets. Worked through with an invented Galway homeware shop, in euro.
Why working with me as a contractor can benefit you
What a full time hire really costs in Ireland once employer PRSI, auto enrolment, holidays, recruitment and redundancy are counted, what a senior contractor costs for the same year, and the number of days at which the answer flips.
Beating price wars and big players in the homogeneous product market
When a bigger rival cuts the price of a product you both sell, matching feels safe and usually loses money. The economics of price wars, elasticity, contribution, suppliers, switching costs and bundles, worked through for an invented Limerick tyre retailer.
B2B SaaS sales in Germany: procurement, legal review and the stakeholder layers explained
How an Irish SaaS sells into a German organisation: the six stages from discovery to go live, the data processing agreement, the works council, German contracts and payment on invoice, shown on an invented Cork company and its Hamburg buyer.
Auto bidding on your own data: feeding margin, lead quality and stock into Google and Meta
How to feed margin, lead quality, stock and consent state into Google Smart Bidding and Meta's Conversions API, with the formulas, the weekly loop and a worked example from an invented Cork supplier.
Auction theory and bidding strategy: how I set paid search bids with maths
What Google's ad auction really does to your price, why the textbook second price rule breaks across several positions, and how to set a maximum bid and a Target ROAS guardrail from your own margin and conversion rate.
The AIDA model rewired for 2025: attention is not enough any more
What Attention, Interest, Desire, Action still does for an online shop today, how to count the funnel at every stage, and why one better stage is worth more than more attention.
AI content in search: detection, ranking and ethical use
Google does not punish AI written pages, it punishes pages made to game the rankings. What its guidance and spam policies really say, why AI detectors fail, and how I use the tools myself.
Accessibility law for online businesses in Ireland: what the Accessibility Act, the Equal Status Acts and WCAG 2.1 AA ask of a shop, a SaaS product and a corporate site
The European Accessibility Act has applied in Ireland since June 2025 through S.I. 636 of 2023, and it names online shops. The Equal Status Acts have asked for reasonable accommodation since 2000. Both come down to WCAG 2.1 AA. What that means in practice, with a Cork checkout audit worked through.