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The Signal

Fortnightly notes for marketers who would rather know than guess.

Measurement · Issue 1

Your Price Chooses Your Customers

Discounts can lower acquisition costs while changing who buys. Explore their effects on customer retention, profit and campaign performance.

By Oliver Helm · 10 min read · September 20, 2026
Illustration of an offer dividing a crowd into different groups of customers.

The archive

2
September 22, 2026
Strategy

The vanity of volume: why more leads is the wrong goal

More leads feels like progress. Usually it is the most expensive way to stand still.

5 min read

Know, don't guess.

One considered piece every other Tuesday, for people who run marketing and sales. No news roundups, no growth-hacks.

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