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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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WooCommerce stores can finally use Bratrax

Jul 9, 2026

We’re opening the first WooCommerce wave.

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read this before you try to build a brand

Jul 7, 2026

You spend all day hunting the next winner and dreaming of building a brand instead. Read this before you trade one seat for the other.

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Incrementality testing is a scam.

Jul 5, 2026

Learn why "independent" Incrementality tools are joke.

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What if being 'data-driven' is keeping your company from greatness?

Jun 26, 2026

And why the safest companies are often the most forgettable

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Three Hours Is Enough (Until It Isn't)

May 29, 2026

I argued with a client for three weeks. He was right.

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The Dashboard

The Dashboard

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