Hot Takes
Marketing measurement, unfiltered.
Short, opinionated takes on ROAS, attribution, and growth in African markets. No jargon, no hedging.
- AI Marketing for Ecommerce in Africa: Fix Your WhatsApp Funnel Before You Touch a Recommendation Engine AI marketing for ecommerce works differently in Africa. Here's the priority order — WhatsApp commerce, mobile money, then personalisation. Data inside.
- Last-click attribution is lying to you Last-click attribution gives 100% of the credit to the final ad someone tapped — starving the upper-funnel channels that created the demand. Here's why it quietly kills your best campaigns, and what to use instead.