Articles on strategy
Every GhostPane article about strategy — 6 in total.
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Measuring content marketing without lying to yourself
Pageviews per article is the wrong unit. Content compounds over years and converts indirectly, and measuring it monthly guarantees the wrong conclusion.
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Analytics for agencies: reporting clients will actually read
A monthly PDF nobody opens is not reporting. What clients want is a link they can check themselves and one number that says whether the work is paying.
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What owning your analytics data actually means
Self-hosted, data ownership and no lock-in are used loosely enough to be marketing. Here are the four questions that separate the real version from the phrase.
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Which analytics metrics actually matter, and which are theatre
Most dashboards show thirty numbers and about five of them should change a decision. Here is which, and what each is genuinely evidence of.
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Crawled but not cited: measuring what AI takes and what it returns
An AI crawler reading a page is a cost. A visitor arriving from an assistant is a return. Almost nobody measures both, which means almost nobody knows whether the exchange is fair.
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Should you block AI crawlers? An honest cost-benefit
The argument is usually made on principle, in both directions. It is a business decision with measurable inputs, and the right answer is different for a documentation site than for a newspaper.