SDS / INSIGHTS
MÉRIDA + LOS CABOS / MX
OBSERVATIONS / EXPERIMENTS / SYSTEMS
Ideas, experiments, failures and lessons collected while working across acquisition, websites, search, data and digital growth.
FIELD NOTES / 001—006
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LATEST NOTES
SDS / 2026
ACQUISITION
NOTE_001
Clicks can tell you an ad got attention. They don't necessarily tell you whether the business is growing.
ACQUISITION
NOTE_002
Before blaming your campaigns, inspect the offer, website, tracking, sales follow-up and everything that happens after the click.
ACQUISITION
NOTE_003
Advertising amplifies what already exists. These are the pieces that should be ready before you start buying traffic.
DATA
NOTE_004
Generating leads and generating business are related problems, but they are not the same problem.
SEARCH
NOTE_005
Search is changing quickly. Intent, relevance, structure and usefulness still matter.
EXPERIMENTS
NOTE_006
We tried Display. The numbers didn't justify continuing. Documenting what fails is part of the process too.
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SDS / DIGITAL GROWTH STUDIO
We don't publish to fill an editorial calendar. We publish when we find something worth sharing.
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