Performance Marketing · Measurement · AI
Performance Marketing Steering
Measure impact. Steer budgets. Lead platforms intelligently.
Platforms automate ever larger parts of campaign execution. At the same time, it is becoming harder to distinguish attributed revenue from actual impact.
Modern performance steering connects business objectives, value signals, measurement and AI-supported decisions.
01 · Shift
The steering lever is shifting.
From manual campaign management to strategic, data-driven steering of impact, value and growth.
The more autonomous execution becomes, the more important the target system, measurement and decision rights become.
02 · Steering Model
Four layers of modern performance steering.
03 · Measurement
From attribution to budget decisions.
Different measurement methods answer different questions. The decisive step is translating them into a shared steering logic.
No single metric decides. What matters is the right measurement method for the decision at hand.
04 · Platform Steering
Google Ads shows where steering is heading.
As bidding, matching and parts of campaign execution become increasingly automated, the inputs into the system gain importance.
The platform optimises execution. The difference lies in the quality of the inputs — and how we use them.
05 · Capability
Experience. Current exploration. Hands-on practice.
Three distinct levels of evidence — deliberately kept separate.
Track Record
Data-driven Commercial Steering
Long-standing experience in international digital commerce, digital marketing, tracking and attribution, customer data, CRM, and production analytics and ML applications.
Commercial Steering · Data & Analytics · Attribution · CRM · Personalization · MLCurrent Focus
Modern Performance Measurement
Current exploration of value-based bidding, incrementality, marketing mix modelling and marginal budget allocation. The focus is on translating them into better commercial decisions.
Smart Bidding · CAC/LTV · Incrementality · MMM · mROIPractice
Agentic Decisioning
My own prototypes explore how AI can change analysis, decision support and steering in performance marketing.
Agents · Decision Support · Validation · Guardrails06 · Practice & Proof
Two practical tests.
Agentic AI for SEM
How can specialised agents support research, performance analysis and optimisation recommendations in SEM — and turn them into traceable decisions?
Google SEM · Agentic AI · Validation · Human Control The pilot demonstratesAgent architecture · specialised analysis · coordination · validation View practical test → signal-steeringConnect measurement to a decision
How can attribution, geo incrementality and marketing mix modelling be applied as different signals to the same marketing impact?
Attribution · Incrementality · MMM · Budget Steering The pilot demonstratesMethodological triangulation · prototype decision logic · measurement View practical test →07 · Executive View
Performance marketing as a steering system.
The next generation of performance marketing will not emerge from a single tool or model.
The leadership task is shifting from optimising individual channels to designing a system that measures impact, allocates resources, learns continuously and uses automation under control.