“But it was a sure thing! Neil Patel told me so!” So your A/B tests don’t work. Some insight on why, and how to do better next time.More
Foundations: TAM vs CAM
The abuse of “total addressable market” is the root cause of DTC’s biggest blow-ups. Here’s what they didn’t tell you about TAM, and why you should use CAM instead.More
Foundations: Customer Entropy
The law of customer entropy: at scale, customers tend to become more promo-driven over time unless you intervene.More
Foundations: Lifecycle vs Channel Testing
Channel testing optimizes towards channel systems . Lifecycle testing optimizes towards audience behavior. You need both.More