// insights

Insights

Growth marketing, AI, paid media and measurement. Page 8 of 11.

Keep following the signal.

Earlier notes on the decisions behind marketing, search and AI. Use the guide for a starting point, or explore the articles in this part of the archive.

Explore this page
On this pageStart with a question

Three useful places to begin, depending on the decision in front of you.

Independent by designinsights
Dashboards Executives Actually Read
7 min read

Dashboards Executives Actually Read

Most marketing dashboards report activity nobody acts on. Here is how to build one around decisions so leadership trusts it, opens it, and uses it to steer.

AnalyticsMarketing StrategyLeadership
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Marketing Mix Modeling Makes a Comeback
7 min read

Marketing Mix Modeling Makes a Comeback

Marketing mix modeling is the privacy proof way to measure what works when tracking breaks down. Why an old top down technique is suddenly modern again.

AnalyticsMeasurementAttribution
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Incrementality Testing: Proving Marketing Caused the Lift
7 min read

Incrementality Testing: Proving Marketing Caused the Lift

Incrementality testing separates the sales your marketing actually caused from the credit attribution hands out. A practical guide to holdout and geo tests.

AnalyticsMeasurement
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Server-Side Tagging and the Future of Marketing Data
7 min read

Server-Side Tagging and the Future of Marketing Data

Server-side tagging moves data collection off the browser and onto your server. What you gain in control and durability, and the real costs you take on.

AnalyticsOperationsPrivacy
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Reviews as a Ranking and Conversion Asset
7 min read

Reviews as a Ranking and Conversion Asset

Online reviews are a ranking factor, a conversion lever, and a trust signal that machines read. Here is the system for earning and using them at scale.

Local SEOCROReputation
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The Google Business Profile Playbook
7 min read

The Google Business Profile Playbook

For a local business the Google Business Profile is the whole storefront. Here are the fields, signals, and daily habits that actually move local visibility.

Local SEOSEO
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Image SEO for a Multimodal Search World
7 min read

Image SEO for a Multimodal Search World

Image SEO now decides whether your visuals surface in multimodal and answer results. A practitioner's playbook to make images fast, described, and structured.

SEOTechnical SEOVisual Search
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Video SEO: Ranking in the Second-Largest Search Engine
7 min read

Video SEO: Ranking in the Second-Largest Search Engine

Video SEO is how you make video discoverable, not just watchable. A practitioner's playbook for ranking in video search, SERP features, and answer engines.

SEOVideoContent
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SEO for SaaS: Building an Organic Growth Engine
7 min read

SEO for SaaS: Building an Organic Growth Engine

SaaS SEO is product-led growth done well. A practitioner's playbook for building programmatic, use-case, and comparison content that compounds into pipeline.

SEOSaaSMarketing Strategy
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// contact

Open a channel

Not taking on new clients right now, focused on the work in front of me. The best way to connect is LinkedIn, or a warm introduction from someone I already work with.

Carroll Consulting is the business entity behind my independent work.

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