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Growth & Commercial Strategy
How to find useful demand, understand commercial opportunities and decide where growth effort is worth investing.
Insights
Knowledge Hub
Articles, field notes and technical recipes about growth, product, analytics, data, automation and visibility. Most of what I write starts with a real problem I had to understand, build or fix.
One library. Five ways of looking at growth.
The categories overlap on purpose. A conversion problem can become a data problem; an acquisition problem can become a product problem. These are useful lenses, not silos.
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Product & Conversion
Funnel problems, product friction, landing experiences and the technical details that determine whether demand becomes revenue.
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Analytics & Measurement
Measurement architecture, funnels, experiments and ways to turn behavioural data into decisions rather than dashboards.
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Data & Automation
Python, APIs, data engineering, scalable analysis and technical workflows that remove repetitive work or make better decisions possible.
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Acquisition & Visibility
Technical SEO, AI discovery, search demand, performance and the acquisition mechanics that help the right people find a business.
Latest articles
Open the original blog archive → Articles and practical guides.
Is Your Cookie Banner Aligned With Your Tracking?
A browser-based case study of the Sagrada Família website, looking at cookie consent, localStorage, the dataLayer, GTM, and how consent choices should match tracking behavior.
Read article →How to Make Great Product Copy and Sell More
A practical article on product copy, empathy, clarity, product pages, trust, and how brands like Dyson explain products in a way people actually understand.
Read article →Google Discover, Large Image Previews, and the Robots Meta Tags That Can Affect Your Traffic
A practical explanation of max-image-preview:large, max-snippet:-1, and max-video-preview:-1, and why these small robots meta tags matter for Google Discover, publishers, and blog traffic.
Read article →Is Your Bounce Rate Driven by Poor Website Performance?
How resource discovery, browser prioritization, fetch priority, preload, lazy loading, and Core Web Vitals can affect user experience, bounce rate, and conversions.
Read article →How Do You Boost Conversion Rates by Increasing Your AI Visibility
A practical guide for business owners on AI visibility, AI crawlers, citations, hallucinations, outdated content risk, and how websites can turn AI discovery into real conversion.
Read article →How to Get More Website Traffic with Keyword Research That Solves Real Customer Problems
A practical guide for business owners and marketing teams on how to use keyword research to find customer problems, adjacent demand, and organic traffic opportunities.
Read article →What Is Google AI Mode and What Does It Mean for Businesses in 2026?
A practical guide to Google AI Mode, AI search behavior, user trust, click impact, limitations, and what businesses can do to protect qualified organic demand.
Read article →The Product Graph: How Related Products and Services Help Businesses Get Found
How related products, service pages, recommendations, internal links, and offer architecture help businesses improve organic discovery and conversion.
Read article →Core Web Vitals Audit: How to Read a Real PageSpeed Insights Report
A practical Core Web Vitals audit using a real PageSpeed Insights example, explaining LCP, INP, CLS, render-blocking resources, lazy loading, image optimization, and developer priorities.
Read article →How to Run a Simple A/B Test with UTM Parameters and Traffic Splitting
A practical analytics example showing how a food delivery business could split one campaign URL between two menu pages, tag traffic with UTMs, and measure conversions.
Read article →Redirects in SEO: Why They Matter During CMS Migrations
A practical guide to permanent and temporary redirects, 404 errors, broken links, indexation cleanup, and why redirect audits matter when changing a CMS.
Read article → Field Notes
View Field Notes archive → What I learned while doing the work.
Shorter notes from projects, investigations and experiments. Client names and confidential details are removed; the useful lesson stays.
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21 Oct 2026
02 Why I Use BrowserStack to Investigate Website Conversion Problems
Use simulation tools to understand how your users are browsing your site.
19 Oct 2026
03 Beyond Processing Payments: What Services Do Acquirers Actually Offer?
Acquirers can offer tokenization vaults, network tokenization, smart routing, dynamic 3DS secure and fraud prevention in addition to helping merchants process their payments.
19 Oct 2026
04 Local Acquiring in Emerging Markets: Benefits, Challenges and Real Examples
Explore the benefits and challenges of local acquiring in emerging markets, with real payment examples from Mexico, Brazil, Nigeria and India.
19 Oct 2026
05 The Payment Was Successful. But How Much Money Did the Merchant Actually Keep?
How much money does a merchant actually receive after a successful payment? A real-case where a merchant managed to save thousands by doing like-for-like settlement
18 Oct 2026
06 Who Should Authenticate the Customer? The Difficult Balance Between Payment Conversion, Security and Liability
From delegated authentication to 3D Secure and payment passkeys, banks and merchants face a difficult question: how do you make online payments easier without accepting unacceptabl
17 Oct 2026
07 The Hidden Costs and Security Risks Behind an Online Checkout
How something as simple as collecting a billing address or choosing a payment form can affect merchant fees and customer security.
17 Oct 2026
08 Why Do Brazilian Merchants Wait 30 Days to Receive Their Money?
How a decision made during Brazil's inflation crisis in the 1980s became part of the country's payment infrastructure, and what it costs merchants today.
1 Sept 2026
09 Never Underestimate Simplicity
Clear and simple communication sounds simple but it is one the hardest skills to master. Yet the payoff is huge.
25 Aug 2026
10 I built my first route map
I built my first route map using QGIS, OpenStreetMap and openrouteservice, and explored how geospatial data can create value across different industries.
2 Aug 2026
11 How I Turned Mexico’s DENUE API Into a National Excel Dataset With Python
How I used INEGI’s DENUE API, SCIAN codes, pagination, retries and a bronze-layer design to build a nationwide Excel dataset in Python.
28 Jul 2026
12 How to Make Your Website Load Faster: 3 Ways to Improve FCP
Make your website feel faster by reducing request chains, preloading critical resources and delaying files that are not immediately needed.
24 Jul 2026
13 How I Fixed a Broken Funnel Caused by JavaScript Loading Order
How I traced a mobile-only production failure to JavaScript execution order, WordPress optimization, and a hidden dependency between two scripts.
22 Jul 2026
14 Separate Website Analytics in GA4 If Websites Are Not Sharing User Experience
A practical GA4 and Google Tag Manager tutorial using a fictional two-pet-shop example to explain property structure, cross-property contamination, diagnosis, risks, and safe fixes
20 Jul 2026
15 You Own Your Own Effort
Hard work pays off. Keep pushing, keep learning.
18 Jul 2026
16 How Deep Analytics Work Fixed Product Bugs
While working on improving conversion rates for an eCommerce online funnel, I found out a real analytics implementation bug.
18 Jul 2026
17 What Finance Taught Me About Fixing Conversion Funnels
Not all the data is equally important. Not all the website changes are crucial to lift conversion rates and, most importantly, correlation is not causation.
13 Jul 2026
How to Analyze a Funnel Without Drowning in the Details
Some thoughts and tips on managing large web analytics accounts for large clients.
Technical Resources
Open full cookbook → The Technical Growth Cookbook.
Ten practical chapters covering measurement, browser diagnostics, performance, search, large-scale data workflows and decision systems.
Chapter 01 1 recipe
Campaign Tracking & UTM Systems
Recipes for campaign URLs, UTM parameters, traffic splitting, QR tracking, attribution labels, and cleaner marketing measurement.
Chapter 02 Planned
Analytics QA & Conversion Measurement
Recipes for validating events, conversions, forms, funnels, click tracking, and analytics data quality.
Chapter 03 Planned
SEO Growth & Audit Automation
Recipes for automating technical SEO checks, metadata reviews, SERP analysis, indexability checks, and growth diagnostics.
Chapter 04 Planned
Crawling, Broken Links & Redirect Logic
Recipes for detecting broken links, redirect chains, 404s, old CMS URLs, internal linking gaps, and migration issues.
Chapter 05 2 recipes
Rendering, JavaScript & Browser Diagnostics
Recipes for inspecting scripts, third-party resources, rendering issues, loaded assets, browser behavior, and DevTools checks.
Chapter 06 Planned
Core Web Vitals & Performance Diagnostics
Recipes for LCP, INP, CLS, image delivery, render-blocking resources, page speed, and template-level performance issues.
Chapter 07 Planned
Search Console, SERP & Search Demand Analysis
Recipes for Search Console exports, SERP API data, query clustering, CTR analysis, demand patterns, and search visibility.
Chapter 08 Planned
Internal Linking & Site Architecture Graphs
Recipes for internal link analysis, topic clusters, orphan pages, anchor text, related pages, and graph-based site structure.
Chapter 09 Planned
Large-Scale Data Workflows with Python, Polars & Cloud
Recipes for large CSVs, Parquet, Polars, lazy queries, cloud storage, partitioned datasets, and performance-aware analysis.
Chapter 10 Planned
Reporting, Visualization & Decision Systems
Recipes for KPI tables, scorecards, audit priority matrices, decision memos, charts, and executive reporting.
Code you can actually use.
Each recipe starts with a practical problem, then explains the code, measurement logic and the mistakes worth avoiding.
Recipe 001
Split one campaign URL between two landing pages and track variants with UTMs
A JavaScript recipe for splitting one public campaign URL between two destinations and tagging each variant with UTM parameters.
Recipe 002
Analyze Canonical Tags to Avoid Search Cannibalization
A JavaScript recipe for checking whether a page points to itself, consolidates into another URL, or sends mixed canonical signals across similar landing pages.
Recipe 003
Hreflang Alternate Links: Check Multilingual Pages in the Browser
A JavaScript recipe for checking hreflang alternate links, self-reference, x-default, fully qualified URLs, and language-region targeting signals.
The point of the library
Understand the problem. Build something useful. Share what worked.
The same principle runs through the articles, Field Notes and technical recipes: start with a real business question and use the tools that help answer it.
Talk through a problem