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When customers and money are involved, people lie. Founders tell themselves this all the time, as if it were simple mathematics (it isn’t). But here’s … Read More

The majority of marketing teams is focused on the top of the funnel. They pat themselves on the back for every single new lead, no … Read More

You can spend all day building out a nice-looking landing page: a fast-loading site, clear copy, nice design. But they might not converts. Why? Because … Read More

So you hit Send on the newsletter and then you wait for the open rates. And they’re fine. And then you check the clicks. Or … Read More

The cost per mille formula is familiar to most advertisers: Divide spend by impressions; then multiply by 1,000. This is simple arithmetic that seems like … Read More

Remember the time you threw some money on a digital marketing campaign, saw zero results, and felt like throwing the whole thing against the wall? … Read More

Ten bucks per click: Walk away rich. A thousand clicks for ten dollars: Lose your shirt. In isolation, cost per click is a vanity metric. … Read More