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.
Marketing Automation
Automating marketing workflows and campaigns
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.
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.
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.
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 Galway SaaS.
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.
Simultaneous equations: when marketing causes sales and sales cause marketing
When the ad budget is set from sales, sales and spend cause each other. Why one regression then overstates the ad effect, and how two stage least squares corrects it.
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.
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.
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.
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.
Building GDPR compliant AI features in your SaaS
A developer's walkthrough of the processing contract, data protection by design and the impact assessment for AI features, under the GDPR, as it applies in Ireland. The law first, then the Rails code.
AI powered marketing automation: beyond email drips
Most marketing automation is still a timer with a mailing list. What changes when models decide instead: guarded dynamic pricing, recommendations that read context, churn prediction that acts in time, and campaign agents, built on Rails and Solidus within Irish and EU data protection rules.
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 Cork hamper shop could use it to pick a three weekly send cadence.
The NIS2 Directive explained: what SaaS and eCommerce businesses actually need to do
NIS2 covers cloud services, managed service providers and online marketplaces that serve the EU, with a 24 hour reporting clock and fines from €7 million. Who is in scope, what it asks, and where an Irish business stands while the Irish law is still on its way.
The EU Cyber Resilience Act: what it means and who needs to prepare
The Cyber Resilience Act sets security rules for almost every product with software in it that is sold in the EU. Reporting has been live since 11 September 2026, and the rest applies from 11 December 2027.
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.
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.
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.
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.
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.
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.
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.
Event tracking and consent mode: measuring what you are allowed to see, and estimating the rest
What an Irish 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.
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.