mack grenfell

May 17, 2020

Mathematical Marketing: Predicting Ad Price Growth with Earnings Reports

We all know that ad prices change over time, and even by month of the year. So why do we always leave this out when we're creating forecasts, and how can we incorporate it?

March 15, 2020

15 Graphs Which Show How Coronavirus Is Changing What We Search For

With the rapid rise in Covid-19 cases throughout the Western world, it's no surprise that many of us are turning to Google for information. But we're not just researching the virus itself; Covid-19 is changing how we search for travel, entertainment, financial information, and more.

March 7, 2020

Mathematical Marketing: One Piece of Calculus That Can Change the Way You Advertise

If you make $10 profit each time you sell a product, what cost per conversion should you aim for? Answering this question isn't easy, but it can teach us a lot about how to approach advertising.

February 2, 2020

Fixing Dark Patterns: Making Google Search Ads Visible Again

If you didn’t notice the changes Google have been making to search ads, you’re not alone. Google is making ads harder and harder to spot.

January 26, 2020

Black Hat PPC: How Does Referral Code Fraud Work?

Explore the tricks behind how advertisers exploit refer-a-friend schemes, and avoid detection while doing so.

January 22, 2020

What will political advertising look like in the 2020 election?

Digital ads played a huge role in the 2016 US election, but ad technology has come a long way since then. With the changes that have come since 2016, what can we expect from the 2020 election?

December 12, 2019

Facebook Scraping, Still a Privacy Disaster

Despite the Cambridge Analytica scandal, it’s as easy as it’s ever been to scrape sensitive user data from Facebook.

December 3, 2019

Banning Micro-Targeting Won’t Solve Facebook’s Political Ads Dilemma

Facebook has faced calls to ban micro-targeted political ads for the upcoming US & UK elections, but this won’t hurt political advertisers the way it's intended to.

November 22, 2019

Marginal CPAs, Explained

CPA is often the metric that gets looked at most in marketing, but without looking at marginal CPAs, it can be deeply misleading.

November 14, 2019

Facebook Scraping, Still a Privacy Disaster

Despite the Cambridge Analytica scandal, it’s as easy as it’s ever been to scrape sensitive user data from Facebook.

November 2, 2019

TikTok, and the Evolution of Meme Culture

Big tech thinks that TikTok is just another video platform, but this misses why the platform has become the world’s fastest growing app.

July 1, 2019

Battle of the Bots: How Market Makers Fight It Out on Crypto Exchanges

What I learnt from executing $50 million worth of Bitcoin market making trades.