Books Reviews

Never split the difference summary

It’s always good to think about a few skills that broaden your horizons. One of these skills is negotiating. Chriss Voss didn’t have the option to have a BATNA as the chief FBI negotiator, or best alternative to negotiated agreement. What’s the BATNA when someone’s taken 20 hostages? Only half get killed? That has given […]

Measure Principles

The problem with data driven marketing

I’m Tired of having 60 metrics to measure in detail how many people aren’t converting, but might have. Data driven marketing: I think I’m falling out of love with you. It’s not you. It’s me. I’m tired of hiding behind Excel formula’s, and estimates. Tired of having 60 metrics to measure in detail how many […]

Principles Strategy

Price vs. Value in marketing

When is something expensive? When is something cheap? It depends on the value that we perceive in the item or service we’re buying. Such is the constant struggle of price vs. value that an item can be both expensive in price, and very cheap in value.  Think of price and value as a scale. In […]

Principles Strategy

My digital marketing principles

These principles are a work in progress. I’m trying to word out what I think about when it comes to digital marketing. That means that the reasoning behind them will not always be fluent and that this page will never be finished. Long term over short term. Always. I have a serious problem with short […]

Musings & Rants

Checklists kick procedures' butt

It’s somewhat of an understatement to say that I hate rules and procedures. The reason for my dislike is easy: Rules and procedures usually assume that everyone’s an idiot. In my experience the only people who thrive in heavy procedural environments are idiots. I’ve been reminded of that while working together with a couple of […]


Lessons from MeasureCamp Amsterdam 2018

This years MeasureCamp Amsterdam was my eight one, and it was one of the best I attended. If you’re unfamiliar with a MeasureCamp: it’s a conference where people who work in digital analytics come together to share ideas. So in that spirit: Here are a few of the things I scribbled in my notebook. Website […]

Google AdWords Strategy

Landing pages should be part of your strategy too

We get so caught up in targeting that we forget that landing pages are just as important. I’d argue that they’re more important than the targeting and the creatives of the ad. Because their main objective is to make the sale of the promise you made in the ad. I look at search queries as […]


How to introduce your company

How do you introduce your company to prospects? I’ve spend the past few months looking for frameworks to streamline our offerings to customers. One of these frameworks that I use a lot is the Perfect Pitch by Robert Craven. I like it because it’s a very simple framework to get to the perfect pitch. That’s […]

Google AdWords

Why you’re fucked if you’re an AdWords consultant

You’re one of the top AdWords consultants in the game. You use your rules, you change CTA’s, you’ve got you’re extensions down to a T… And in a not so distant future: You. Are. Fucked. Automation makes your job redundant Every AdWords announcement in the past two years has had machine learning as it’s focal […]

Measure Strategy

Avoiding confirmation bias

Confirmation bias happens when you only look for the facts that support your idea. It’s something I come across far too often. It happens because it’s so very human to only see what we want to see. It’s one of the main culprits of bad decision making. We look for signs that match our initial idea […]