Editorial Notes
Campaign observations from practitioners
Analytical commentary on media buying, channel dynamics, and marketing measurement, grounded in active campaign testing rather than speculative theory.
Recent Articles
Strategic analysis from active campaigns
Each article names its practitioner author and links to related case study references.
Media Buying
Tactical shifts in paid media allocation
How recent budget reallocations between channels changed cost efficiency, with notes from the testing periods behind each decision.
Attribution
Reading attribution models against real campaigns
A practical look at where last-click and multi-touch models diverged in live accounts, and what that gap meant for planning.
Measurement
Platform updates and what they changed in reporting
A review of recent platform changes to tracking and reporting, and the adjustments our practitioners made to keep results comparable.