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The Dashboard

Weekly notes on building Bratrax, buying media, and making sense of performance data — without the BS.

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Your Team Doesn't Have a Data Problem. You Have a Language Problem.

Mar 25, 2026

Why the most important analytics work happens before anyone opens a dashboard.

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Your in-house team isn't allowed to tell you the truth

Dec 16, 2025

8 years of watching the same game play out

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How to Be Wrong 9,900 Times Without Going Broke

Dec 3, 2025

What Norwegian triathlon taught me about creative testing

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If Your Dashboard Looks Impressive, It’s Probably Useless

Nov 23, 2025

The messy systems you already use have more information value than your new tech stack.

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Everyone chases this number — until it ruins them.

Nov 12, 2025

How metrics turn success into fragility — and why most D2C brands learn it too late.

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The Dashboard

The Dashboard

Weekly notes on building Bratrax, buying media, and making sense of performance data — without the BS.