Get Smarter About Marketing Measurement

I just learned about a GTM compliance audit that ran on five major professional sports organizations. Only one of them passed the consent test. The others? Failed. And these are organizations with dedicated legal and compliance teams. Real budgets. Real lawyers on staff. If they can’t get this right, your clients definitely can’t. And someone […]

A GTM audit used to be a two-thousand-dollar consulting engagement. The findings it came back with were never worth two thousand dollars. The expert doing the looking was. AI just made the looking cost next to nothing. I used to sell that two-thousand-dollar engagement, because the looking genuinely took that long to deliver effectively. If […]

I have a file on my computer called “drafts I never sent.” Because for years, I could not figure out how to do my own agency marketing. So I created a list of people who helped me in the past, copywriters, designers, SEO specialists, and drafted emails begging them to come back. I never sent […]

The hardest part of winning a client isn’t the pitch. It’s getting them to hand you the keys so you can go deeper and understand their business, and honestly, what you’re getting yourself into. And there’s a five-minute move with Google Analytics 4 that makes that happen almost every time. It’s a rule I learned […]

Did you know that over half the internet is bots? And here’s the thing: it might seem harmless because it doesn’t show up in your GA4 analytics dashboard. But it’s showing up in your hosting bill. It’s showing up in your ad performance. It’s showing up everywhere that actually costs money. I found this out […]

Hold on just a moment before you upload that report into ChatGPT or Claude. We have all heard “garbage in, garbage out.” And here is the thing: AI makes this problem worse, not better. If your data is messy or unfocused, AI will confidently give you useless insights dressed up in professional language. It cannot […]