Notes from inside the work.
E-commerce· 5 minMarketing can't fix a broken business.
After a supply chain conference in Tokyo, I keep thinking about ROAS drops that aren't really campaign problems. In the accounts I've worked on, the fix is often somewhere else: stock, feeds, margins, delivery.
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Strategy· 5 minIdeas are easy. Execution is the real work.
After a Tokyo conference about building businesses, I kept noticing the same pattern in client work: strategy looks productive, but execution is where the value sits. Small, shipped versions - with tracking in place - beat perfect plans.
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Performance Marketing· 5 minNumbers say what. People say why.
After a sentiment analysis conference in Tokyo, I keep thinking about where the "why" actually lives: search terms, sales calls, support tickets, customer interviews. Dashboards tell me what. People tell me why.
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Performance Marketing· 9 minGoogle Ads in Asia vs Europe: field notes from Tokyo and Seoul
Eight years running Google Ads for European clients from Brussels. Two months in Korea and Japan, as a traveller rather than a media buyer, reshaped how I'd approach an Asia entry. Notes on Naver, LINE, Kakao and the half of Asian markets Google Ads can't reach.
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