Practical answers to the commercial digital questions businesses actually face.
There is already enough generic marketing content on the internet. This is where I write about what I've actually had to deal with in real digital and ecommerce roles — growth that stalls, ROAS that tells only part of the story, CRM attribution, ecommerce trading, technology decisions, agency management, conversion, analytics, and where AI is genuinely useful. The common thread: what does this mean commercially, and what should you actually do next?
How AI Search Is Changing the Way Customers Discover Businesses
AI lets people describe their whole problem rather than search a category. Why that changes content strategy, and the commercial opportunity it creates for experienced operators.
How Do You Know When Your Business Needs Senior Digital Leadership?
Five signs a business has a digital leadership gap, even when it has plenty of talented specialists — and the test for whether that means a full-time or fractional hire.
What Should a CEO Expect From a Paid Media Agency?
A CEO does not need to know bidding strategy, but should be able to ask seven specific questions in every agency review. Here is what to expect.
AI Does Not Fix Bad Processes. It Automates Them.
If a process is bad, making it faster with AI does not make it good. Why understanding and simplifying should always come before automating.
Why Buying More Marketing Technology Often Makes Things Worse
Technology usually solves a capability problem, not a clarity problem. The questions worth asking before buying another platform — and why subtraction can beat implementation.
Ecommerce Revenue Suddenly Dropped. Here Is What I Would Check First
A fixed seven-step diagnostic sequence for a sudden revenue drop — starting with ruling out technical failure before anyone offers a theory.
Acquisition, Conversion or Retention: Which Should You Fix First?
Acquisition, conversion and retention can all be right answers. The real question is which one is currently the binding constraint on growth.
Meta and Google Both Claimed the Same Sale. Who Actually Generated It?
When multiple platforms claim the same sale, the business only received one order. How to build a decision system that does not depend on any single dashboard being right.
Why Your Email Platform Probably Overstates the Revenue It Created
Measurable does not always mean incremental. Why email-attributed revenue is often overstated, and how to measure the programme's real contribution.
How Much Revenue Should Ecommerce Email Generate?
There is no universal percentage of revenue email should generate. What actually matters is customer value the programme is creating — and how you know.
The Ecommerce Numbers I Would Look at Every Morning
A short daily trading view built around three questions: are we on target, what changed, and what are we doing about it.
Traffic Is Up but Sales Aren’t: What Should You Investigate?
Rising traffic with flat sales is not automatically a conversion problem. A framework for decomposing the gap before starting a CRO project.
What Is Incrementality and Why Should Ecommerce Leaders Care?
Incrementality is a commercial question, not an analytics term: what happened because of this activity that would not have happened otherwise?
Where Should Ecommerce Businesses Actually Use AI?
AI is a capability, not a strategy. Where ecommerce businesses genuinely find value — and the filter I use to separate a real opportunity from an impressive demo.
What Should a Proper Digital Growth Audit Include?
Most digital audits are channel audits wearing a bigger title. What a proper growth audit should cover, and what the output should actually look like.
What Does a Fractional Head of Digital Actually Do?
A fractional Head of Digital should carry real responsibility, not just produce recommendations. What the role typically covers, and when the model works and does not.
Digital Consultant vs Agency vs Head of Digital: Which Do You Actually Need?
Agency, consultant or Head of Digital solve different problems. A practical test for working out which capability your business is actually missing.
Why ROAS Can Improve While Your Business Gets Worse
A business can improve ROAS while revenue falls and the growth engine weakens. Why efficiency is not the same as volume, and what to look at alongside the ratio.
How to Grow Ecommerce Revenue Without Increasing Ad Spend
Before increasing ad spend, eight places where ecommerce businesses typically leave growth on the table — from conversion and AOV to CRM relevance and operational friction.
Why Has My Ecommerce Growth Stalled? A Diagnostic Framework
Growth has stalled is a symptom, not a diagnosis. A practical framework for finding the actual constraint across demand, acquisition, conversion, value and retention.
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