Leads paid media, growth intelligence, and connection planning. Builds the LTV models, MMM rebuilds, and incrementality frameworks that anchor AYMI's measurement work. Writes about the finance literacy gap in marketing.
- 061JUL · MMXXVIApril Y.4 min →
Payback period, not ROAS, is the number
ROAS is the number every dashboard leads with, and it is the number that talks a growing brand into starving itself. The metric that actually governs how hard you can spend is how fast the money comes back.
- 057JUN · MMXXVIApril Y.3 min →
Acquiring patients for aesthetic medicine
A med spa is a brand, not a menu. The practices that scale stop selling units and syringes and start selling the one thing the cash-pay patient is actually buying — the result, and the judgment behind it.
- 052JUN · MMXXVIApril Y.4 min →
Incrementality testing without a data team
Incrementality has a reputation as a problem for companies with a data science function and a nine-figure budget. The cheap version answers the only question that matters, and any team can run it next quarter.
- 050JUN · MMXXVIApril Y.3 min →
Acquiring patients for dermatology
Dermatology runs two businesses under one roof — medical and cosmetic — and most practices market them with one strategy. Split them, and the acquisition math changes overnight.
- 046MAY · MMXXVIApril Y.3 min →
Brand vs. growth: the fake war
The most expensive false dichotomy in modern marketing isn't a media question. It's an org-chart question dressed up as one.
- 045MAY · MMXXVIApril Y.3 min →
The metrics that close loops
The most important metric in growth marketing isn't CAC, ROAS, or LTV. It's the one that closes a loop you were actually trying to test.
- 042APR · MMXXVIApril Y.6 min →
Why most CAC calculations are wrong
Three errors recur across the growth programs we audit. Each one inflates or deflates CAC by enough to change the decision. All three are fixable inside a quarter.
- 039MAR · MMXXVIApril Y.6 min →
Performance with a compliance budget
Compliance windows are not the obstacle to FinServ performance marketing. They are the system inside which the work happens. Test the disclosure, not the hook.
- 035MAR · MMXXVIApril Y.5 min →
Trailer-to-trailer is the MMM
Releases have no long history to model. The right way to attribute is to anchor the marketing-mix model on the trailer cycle, not the buy.