mack grenfell

mathematical marketing

As more and more marketing has moved online, the amount of data available to marketers has exploded. Making use of this data isn't always easy though. Sometimes it needs a mathematical approach to really understand the data.

These articles are a couple of examples of how being mathematical can make you a better marketer.

What if Performance Advertising isn't Just an Analytics Scam?

Responding to Rand Fishkin's 'What if Performance Advertising is Just an Analytics Scam?'

Validating paid search ideas with calculus

By scraping data from keyword planner, you can use calculus to work out the maximum possible profit you could generate on a given set of keywords.

Interactive Forecaster: What impact will iOS 14 have on ad prices?

iOS 14, and the partial IDFA deprecation it brings with it, will wreak havoc on ad markets. To see why, I've put together an interactive forecasters which can show you how your ad strategy will need to change.

Marketing CPAs, Explained

In marketing, what is a CPA? This sounds like a simple question, but understanding its answer in detail can teach you a huge amount about the fundamentals of 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?

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.

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.

mathematical marketing

A collection of articles on the intersection between maths & marketing.

What if Performance Advertising isn't Just an Analytics Scam?

Responding to Rand Fishkin's 'What if Performance Advertising is Just an Analytics Scam?'

Validating paid search ideas with calculus

By scraping data from keyword planner, you can use calculus to work out the maximum possible profit you could generate on a given set of keywords.

Interactive Forecaster: What impact will iOS 14 have on ad prices?

iOS 14, and the partial IDFA deprecation it brings with it, will wreak havoc on ad markets. To see why, I've put together an interactive forecasters which can show you how your ad strategy will need to change.

Marketing CPAs, Explained

In marketing, what is a CPA? This sounds like a simple question, but understanding its answer in detail can teach you a huge amount about the fundamentals of 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?

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.

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.

What most of us get wrong about measuring marketing

Measurement is a topic that frequently gets overcomplicated. To help simplify it, I think it's helpful to break it down into three approaches or 'eras'. But what are these eras? How do they work? And how they improve on the era that came before?