Notes from the work

Findings, method and arithmetic — from twenty-five years of running the business, not from the internet.

A four-part series

Both Ends of the Transaction

Twenty-five years selling to the world on one side of the transaction, twelve years driving it around on the other — and what it means for a marketer to hold both the measurement and the event the measurement was supposed to capture.

Start with part 1 →

Both Ends of the Transaction

4 parts

Four parts, written over two weeks. Read them in order, or jump to the one that answers a question you have now.

Every post carries the body of material it came fromOwn operating recordField notesThe regional studyPublic federal dataPlatform documentationThat one column is what turns a year of publishinginto something analyzable.After twelve months it answers whether first-hand materialoutperforms desk research on this audience. Nobody in thismarket has that data.
The column that makes a year of writing into a dataset rather than a stack of posts.