About

Built by someone who did your job first.

Eight years of B2C growth and performance marketing across South and Southeast Asia and North America. Started as a media buyer, ran paid budgets up to sixteen million dollars a year across multiple markets, and led a performance marketing team of twenty one.

Book a demoHow an engagement runs
The agency side
  • Reporting is the margin, across many accounts at once
  • Proactivity is what retention is actually made of
  • The client asks a question you cannot answer by Tuesday
The in-house side
  • One business, and you answer for its number upward
  • Your own database is the arbiter nobody can query
  • Leadership asks what the quarter bought, and it takes an afternoon

Both real, both urgent, and not the same problem. The pages here are written separately because of it.

Why this and not something else

The systems exist because they were needed first.

Every one of these was built to solve a problem that was already costing someone a morning. None of them started as a product idea.

Both ends of scale

Enterprise and startup

Brands past ten million monthly actives and startups a fraction of that. The pattern recognition spans subscription, e-commerce, service and marketplace models rather than one vertical.

The plumbing

Not just the dashboard

Mobile attribution, conversions API, server-side tagging, analytics implementation and lifecycle systems. Most of the findings on this site came from reading configuration rather than reading results.

What the practice looks like

Two things worth reading as a sample of the work.

Not case studies, which need a client's approval and will appear when there is one. These are findings, and the second one is included because it is a mistake rather than a win.

A mobile SDK silently dropped almost every app event for eight days
Eight days of spend went out against numbers that were not real, and nothing errored. You only catch that by checking the ratio between sources, which is the kind of thing you check when you have been burned by it before.
A conversion join that inflated one creative by more than a thousand times
Nobody outside would ever have known. It surfaced because we audit our own output rather than waiting for a client to complain, and it is written down here for the same reason.

What to expect

You will be told what this cannot do before you buy it.

Not in month three, when it has become your problem. Creative analysis will not tell you a creative caused a result. Nothing here is described as guaranteed. There are no logos, because there is one brand live and a padded logo wall is worse than none.

That is not modesty. It is the same discipline that finds a thousand-fold error in your own output and writes it down. If a system is going to tell you your tracking is wrong, it has to be the kind of system that says so about itself.

Next, read

How we workThe engagement, the disciplines, and continuityData AgentWhat it connects to and what it answersSecurityThe answers your reviewer will want

Start here

Bring the number your team argues about most.

The fastest way to judge any of this is to point it at something you already disagree about internally.

Book a demo

Usually 45 minutes  ·  APAC (GMT+6), working across time zones