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Topic

Strategy

A collection of 6 issues

A client asked why four days looked weak: how to test whether a dip is a signal before you go hunting for a bug

Four quiet days in a lumpy funnel are almost never interpretable. The significance test took five minutes and found nothing - the functional check I ran anyway found stale landing-page prices and eleven dead product links.

How to read a competitor's channel mix from the outside: the low-cost stack I use before trusting an internal narrative

Someone will tell you a competitor is outspending you. Ask how they know. Most of what a competitor does in advertising is now public by law. Here is the low cost stack, the spend triangulation and the error bars that make an outside-in read defensible.

A clinic chain was advertising its empty appointment slots: why paid media cannot fix a scheduling problem

A year of public EU ad data showed a clinic group buying media against gaps in its own diary. Empty slots are four different problems wearing one name, and only one of them belongs to marketing.

Most of their buyers are over 55. The brief was mobile-first.

Designing for an older, health-motivated buyer in home and living — contrast, targets, text under images, desktop in parallel — plus the audit findings I flagged as legal rather than aesthetic.

Three ways in, none of them a funnel. We were counting like there was only one.

A retailer reported one enquiry type and had three. Counting all of them cut cost per enquiry by a third without changing a thing — and the ripest route turned out to be the one least dependent on ads.

Nobody needs another me-too product. Unless you already own the customer.

An investor asked why a home and living brand would enter a commodity category at all. The case has nothing to do with the product and everything to do with who already owns the buyer.

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