When increasing your ad budget is the wrong decision
The signals that more spend will help — and the more common ones that say it won’t.
In progress
Insights
How we think about marketing decisions.
Not “10 tips” posts. Writing for the people who approve the budget — on when to spend, when to stop, and how to tell whether marketing is actually working.
The library is being written.
Abhirasa is new, and we’d rather publish a few genuinely useful pieces than pad this page with generic articles. Below is what’s coming first. Want an early copy of one? Tell us which and we’ll send it when it’s ready.
Planned — Marketing economics
Economics
Measurement
Your ROAS improved. Your business might not have.
Why a better-looking metric and a healthier company aren’t always the same thing.
PlannedGrowth
Before you add another marketing channel, check this first
The upstream problems a new channel usually can’t fix — and often hides.
Planned
Planned — Agencies & decisions
Agencies
Questions to ask before firing your marketing agency
How to tell a genuinely underperforming partner from a measurement or expectations problem.
PlannedLeadership
What CEOs should ask their paid-media team
A short list of questions that surface whether spend is really earning its place.
PlannedIncentives
How your marketing partner’s pay shapes their advice
Why percentage-of-spend pricing quietly biases the recommendations you receive.
PlannedWould rather just talk it through?
Bring us the decision behind the article you’d have read. We’ll give you the thinking directly.