THE EDIT
Where the money goes when the campaign looks fine.
Broad targeting in a small market, two platforms taking credit for the same sale, a retail pilot that turns too slowly to earn a reorder. Most of what is here comes out of accounts we ran. Rachael Leigh writes all of it.
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LOCAL ACQUISITION
Why broad brand awareness is wasting your regional Texas budget.
Impressions across Kendall and Bexar counties are not the same thing as booked consultations. Here is how local acquisition gets restructured around intent.
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RETAIL
Sourcing shelf velocity: how to prove demand in regional retail pilots.
A pilot is won or lost on how fast the product turns over in a four to six week window. Foot traffic alone will not do it.
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B2B DEMAND
Why cold calling fails to close enterprise accounts.
Procurement teams do not respond to blind pitches. They respond to evidence of demand already inside their own organization.
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HEALTHCARE
The hidden cost of vanity metrics in high-ticket patient acquisition.
For a practice near the South Texas Medical Center, mass awareness is not a smaller version of the right strategy. It is a different strategy, and it costs more.
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ECOMMERCE
Why your ad dashboard claims success while revenue stands still.
Two platforms reporting a strong return on the same order is not a strong return. It is the same order, counted twice.
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CHOOSING AN AGENCY
How to audit a marketing agency before you hand over the budget.
The pitch is the part every agency is good at. These are the questions that tell you what happens after you sign.
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Let's fix your ROI.
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