Jason Aiginitis

Attribution Modelling Explained: How to Pick the Right Model for Your Business

Last updated: 2026-04-04TL;DRNo single attribution model is universally correct; the right one depends on your sales cycle and channel mix.Last-click attribution undervalues awareness channels; first-click undervalues closing channels.Data-driven attribution in GA4 is the default as of 2026 and works well...

April 4, 2026

Analytics Digital Marketing Strategy

Your Monthly Marketing Performance Checklist: 15 Things to Review Every 30 Days

Last updated: 2026-03-31TL;DRMost marketing reports track activity, not outcomes. This checklist tracks what matters.15 specific checks across revenue, channels, content, technical health, and pipeline.Each check includes what to look at, where to find it, and what action to take.Spend 2...

March 31, 2026

Digital Marketing Strategy

How to Determine Your Ideal Customer Profile (ICP): A Practical Framework

Last updated: 2026-03-30TL;DRYour ICP is built from your best existing customers, not aspirational ones.Analyse closed-won deals for revenue, retention, sales cycle length, and fit.Combine firmographic, technographic, and behavioural data into one profile.Revisit your ICP every 6 months; markets and your...

March 30, 2026

Digital Marketing Strategy

The 5 Marketing Decisions You Should Never Delegate in 2026

Last updated: 2026-03-26TL;DRBrand positioning is too foundational to outsource to someone who does not live your business.Budget allocation between channels requires commercial context only you have.Your attribution model shapes every downstream decision; own it or be misled.Audience definition drifts when...

March 26, 2026

Digital Marketing Strategy

The 2026 Marketing Budget Guide for SMEs: How Much to Spend and Where

Last updated: 2026-03-25TL;DRMost SMEs should spend 7-12% of gross revenue on marketing in 2026.At least 55-70% of that budget should go to digital channels.The biggest mistake is not underspending; it is spending without a plan.Channel allocation matters more than total...

March 25, 2026

Analytics Digital Marketing Strategy

Why Impressions Are a Vanity Metric: Moving Your Focus to Pipeline and Revenue

Last updated: 2026-03-24TL;DRImpressions measure exposure, not interest, intent, or revenue.Pipeline contribution and revenue attribution are the only metrics the board cares about.Most agencies report impressions because they are easy to inflate and hard to challenge.A proper measurement framework connects every...

March 24, 2026

Digital Marketing Strategy

Why Growing Businesses Need Senior Marketing Leadership (Not Another Agency)

Last updated: 2026-03-23TL;DRMost growing businesses don’t have an execution problem; they have a prioritisation problem.A fractional CMO provides senior marketing leadership at 25-40% the cost of a full-time hire.SMBs with a documented marketing plan are 6.7x more likely to report...

March 23, 2026

Digital Marketing Strategy

How to Audit Your Agency Without Their Help in 2026

Last updated: 2026-03-23TL;DRYou can audit your marketing agency using only data you already own.Most agency reports are designed to look good, not to tell the truth.A 6-point framework covers spend, results, access, reporting, contracts, and strategy.Red flags include restricted platform...

March 22, 2026

Author: Jason Aiginitis

Attribution Modelling Explained: How to Pick the Right Model for Your Business

Your Monthly Marketing Performance Checklist: 15 Things to Review Every 30 Days

How to Determine Your Ideal Customer Profile (ICP): A Practical Framework

The 5 Marketing Decisions You Should Never Delegate in 2026

The 2026 Marketing Budget Guide for SMEs: How Much to Spend and Where

Why Impressions Are a Vanity Metric: Moving Your Focus to Pipeline and Revenue

Why Growing Businesses Need Senior Marketing Leadership (Not Another Agency)

How to Audit Your Agency Without Their Help in 2026

Attribution Modelling Explained: How to Pick the Right Model for Your Business

Your Monthly Marketing Performance Checklist: 15 Things to Review Every 30 Days

How to Determine Your Ideal Customer Profile (ICP): A Practical Framework

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