Product, brand & plan
AI & automation
Data & content
Supporting services
Articles on AI, applications, automation, data and SEO - no fluff.
Data & analytics
What KPIs are and how to choose indicators that support decisions instead of creating another dashboard full of unused numbers.
Published 2018-10-29
What growth hacking is and how to run data-informed growth experiments instead of looking for one marketing trick.
Published 2018-10-08
Applications
An internet domain is a readable name that points to a company’s services. Learn how it differs from a URL and hosting, and how to choose and secure it.
Published 2018-10-01
SEO & content
What CPA is, how to choose the action measured in a campaign, and why action cost must be assessed together with its quality and business outcome.
Published 2018-03-01
Conversion rate shows what share of users performs an important action. See how to calculate it, diagnose a journey, and test changes.
Published 2018-02-13
E-commerce
What e-commerce is, which sales models it covers, and what to plan so an online store works for customers and the team.
Published 2017-09-25
A landing page guides an audience to one decision. Learn about landing-page types, their essential elements, and how to measure and optimise them.
Published 2017-09-11
Automation
What email marketing is and how to create useful communication based on consent, the recipient’s situation and data — rather than mass sending.
Published 2017-08-28
What market research is, which questions it can resolve, and how to combine audience conversations, data and tests before making a product decision.
Published 2017-08-21
What information architecture is and how to organise navigation, content, and search so that users reach their goal faster.
Published 2017-08-14
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