The Newsletter

Stay sharp.
Think differently.

Google Ads, YouTube, agentic AI, and the metrics the rest of the industry hasn't caught up to. The thinking behind the Cost Per Decision thesis, the 2026 Signal Architecture Framework, and the live experiments in the Lab — in your inbox when there's something worth saying.

What you'll get

Deep dives into Google Ads and YouTube at a systems level

Agentic AI frameworks built for marketing teams

Takes on AI creative strategy and what's actually working

The connections between signals, creative, and performance

The first issue

First issue in your inbox after signup · ~11 min read

Cost Per Decision: the metric marketing has been missing since the discipline was instrumented

Every dominant marketing KPI measures activity, not decisions. The gap between the two is where margin and competitive advantage quietly leak out of the modern enterprise. The launch issue unpacks why CPL, CPA, and ROAS are all measuring the wrong thing — and what agentic AI finally lets you measure instead.

Read the essay version now →

What's coming next

01 Why your GA4 setup is quietly lying to you — the four specific places attribution drifts, and the audit checklist to find it before your CFO does.
02 Performance Max isn't a campaign type — it's a signal feedback loop. The five layers most teams skip, and what compounds when you fix them.
03 Last-click attribution is dead. Why Meridian MMM is the confidence infrastructure that lets enterprise teams stop defending budgets with broken numbers.
04 Stop building agentic workflows for one LLM. The model-lock-in tax most marketing teams are about to pay — and the architecture that avoids it.

Each topic on this list is a published essay on the site — and the basis for an issue going out to subscribers. Sign up to get the deep version, with the working examples and the audit checklists, in your inbox first.

In the meantime — the thinking lives on LinkedIn too.

Most of these arguments started as LinkedIn posts. Follow there if you want the work-in-progress version.

Follow on LinkedIn →

Stay sharp.Think differently.

Cost Per Decision: the metric marketing has been missing since the discipline was instrumented

Stay sharp.
Think differently.