How to set up a two-hour creative review sprint in figma that halves feedback loops and speeds publisher approvals

Why I map zero-party data capture on signup flowsZero-party data—information that a user intentionally and proactively shares with you—has become a cornerstone of practical personalization. I treat it as the cleanest signal you can get: explicit preferences, intentions, and self-expressed identity that don’t require inference. But great data is only valuable when it’s collected responsibly. Mapping zero-party capture into your signup...

Read more...

I build and test analytics implementations for a living, and one problem that keeps coming up for marketing teams is simple but costly: revenue not attributed in GA4 because tracking calls never fired or were blocked. I’ve put together a tiny validation script that runs on page and checks the essential signals GA4 needs to record conversions and revenue. It’s lightweight, non-invasive, and focused on the specific checks that prevent lost...

Read more...

Testing creatives on TikTok isn't a one-off brainstorm — it's a disciplined experiment. Over the years I've found the fastest route from ideas to repeatable scale is a simple, repeatable 30-day calendar that forces you to validate lift before you pour ad spend into winners. Below I walk through a pragmatic, week-by-week plan, the hypotheses you should test, the measurement guardrails that prove lift, and a sample budget matrix you can copy...

Read more...

Commissioning a 60-second product review that actually converts is deceptively hard. I’ve written and briefed dozens of these for brands and creators, and the ones that perform best share the same traits: crystal-clear objectives, ruthless editing, and a scoring system that keeps creative decisions anchored to commercial impact. Below I’ll give you the exact brief I use and a practical scoring sheet you can hand to creators, agencies, or...

Read more...

I’ve spent years nudging teams away from reactive content creation and toward using the richest source of customer truth most companies already have: support transcripts. If you’re running a help desk — whether that’s Zendesk, Intercom, Freshdesk, or a custom chat queue — those conversations are full of repeat questions, feature gaps and phrasing that tells you how customers think. Turned into a simple NLP workflow, they become a...

Read more...

I run experiments with generative AI every week. The temptation to spin up dozens of creative variations overnight is real: new copy, new visuals, dozens of headlines, multiple music beds. But for brands, scale and speed can quickly collide with risk. Guardrails matter — not just because of legal teams, but because brand trust breaks faster than it’s built. Below is the exact workflow I use to test generative-AI creative variations while...

Read more...

I’ve built dashboards that executives ignore, and dashboards that become the single slide CEOs refer to in boardrooms. There’s a clear difference between the two: one tries to surface every possible metric, the other is designed to answer the questions the C-suite actually asks — and to do it in under 60 seconds. Here’s the pragmatic approach I use to get there.Start with the questions, not the dataIf you design a dashboard around...

Read more...

I get asked almost daily: “How do we measure influencer ROI beyond likes and reach?” It’s a fair question — vanity metrics are easy to report, but they don’t move budgets or product-roadmaps. Over the years I’ve worked with startups and global brands to turn influencer activity into measurable business outcomes. Below I’ll share a practical, no-nonsense framework that I use to design campaigns, instrument them for measurement, and...

Read more...

When a scaleup reaches the point where customer growth and marketing complexity start to outpace spreadsheets and single-person operations, the question of martech architecture becomes inevitable: do you centralize on an all-in-one platform, or stitch together a best-of-breed stack? I’ve helped teams make this call enough times to know there’s no one-size-fits-all answer — but there are reproducible trade-offs and a framework you can use...

Read more...

I’ve reviewed enough creative briefs to fill a small archive room. The ones that ship projects forward quickly are rare; most are either a dense PDF nobody reads or a vague Slack thread that spawns three rounds of “clarifying” feedback. If you’re frustrated by slow approvals, missed creative intent or endless revision cycles, the problem usually isn’t the creatives — it’s the brief.Why most creative briefs failFrom my experience...

Read more...