Stories By Alex
Marketing
Post-purchase surveys as an attribution input
4th September 2026A post-purchase survey asks the buyer where they heard about you, at the moment they are...
Marketing
Server-side tracking, explained for ecommerce operators
4th September 2026Server-side tracking sends conversion events to ad platforms from your server rather than from the shopper’s...
Marketing
Blended ROAS versus platform ROAS: which one to run the business on
4th September 2026Run the business on blended ROAS and diagnose inside the platforms. Platform ROAS counts what a...
Marketing
Why ecommerce brands spending $50K a month hire a fractional CMO
4th September 2026At around $50,000 a month in paid media, the constraint on growth stops being ad execution...
Marketing
Incrementality testing for ecommerce paid media
4th September 2026Incrementality testing answers one question: how much of this revenue would have happened anyway. It compares...
Marketing
The first 90 days with a fractional CMO
4th September 2026The first 30 days establish whether the numbers can be trusted, by reconciling platform reporting to...
Marketing
What to do when customer acquisition cost keeps climbing
4th September 2026Before cutting spend, work out which kind of rising CAC you have. Degraded tracking, audience saturation,...
Marketing
What belongs in a fractional CMO scope of work
4th September 2026A fractional CMO scope of work should name the deliverables, set the reporting cadence and its...
Marketing
Fractional CMO, agency, or full-time hire: how to choose
4th September 2026Choose by who needs to own the strategy. A fractional CMO owns the plan and the...
Marketing
How fractional CMO pricing models actually work
4th September 2026Fractional CMO pricing usually takes one of three shapes: a flat monthly retainer, a day rate...
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