Notes on marketing that you can measure.

Plain-spoken thinking on analytics, paid media, and growth, mostly for premium drinks brands and e-commerce teams who would rather see the real numbers.

Analytics·June 21, 2026·1 min read

The vanity metrics quietly draining your budget

Reach, impressions, and platform ROAS feel like progress. Here is how to tell which of your numbers actually matter, and which are just noise.

Read article

Analytics·May 28, 2026·1 min read

How to actually tie ad spend to revenue

Most dashboards measure activity, not outcomes. Here is the measurement layer that connects every euro of spend to real revenue.

Brand·May 14, 2026·1 min read

Marketing premium spirits without cheapening the brand

Performance and prestige are not opposites. How to run paid acquisition for a premium drinks brand without turning it into a discount machine.