JOURNAL · SYNAPSE MEDIA

What we're thinking about.

Attribution·March 12, 2026·7 min read

Why last-click attribution is costing you 40% of your pipeline

Last-click attribution feels safe because it's simple. But simple models make expensive decisions. Here's what the data actually shows — and what to do about it.

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Machine Learning·February 28, 2026·9 min read

Building an ML feedback loop for paid social

Most paid social teams are still making budget decisions manually, daily. Here's how to build a feedback loop that learns faster than your competitors.

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Process·February 14, 2026·6 min read

The brief is a dataset: how we structure client discovery

Most marketing briefs are documents. Ours are structured data. Here's why the distinction matters — and what it changes about the work that follows.

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AI·January 30, 2026·11 min read

Agent-driven content at scale: lessons from 12 months of production

We've been running AI agent-driven content production in client environments for 12 months. Here's what actually works — and what we got wrong early.

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Measurement·January 15, 2026·8 min read

ROAS is a vanity metric (and what to measure instead)

ROAS tells you the ratio of revenue to ad spend. It tells you nothing about profitability, payback period, or business health. Here's the framework we actually use.

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Case Study·December 8, 2025·10 min read

How we reduced a Series B fintech's CAC by 43% in 90 days

A full account of what we did, why we did it, and what the data actually showed. No case-study polish — the real version.

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