Author
Axel Chatellin
Founder of MAstratos
He runs MAstratos, a 360° B2B growth firm that brings branding, web and paid acquisition together. Three brands built, three websites shipped, and acquisition campaigns managed daily: he writes what he practises.
How these articles are written
Every figure published on this site is tied to its primary source, with the organisation and the year. When a source carries a known limitation, an unpublished sample, a test run too short, a vendor judging its own product, that limitation is written into the text rather than left out.
Several of these articles contradict rules that are widely repeated in the industry. That is never done for effect: the verification is described, the original source is cited, and you can run it again yourself. When a piece of data does not exist, that is written down too.