Intzicht

Marketing insights & analytics articles

This page has two kinds of articles. In the Digital marketing 101 series, I explain the basics in plain language. The other articles are observations about marketing and data, from what I see at clients: what works and what doesn't, and why.

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PPC is like renting a shop, SEO is like building your own: a rented shop next to a house being built

FeaturedDigital marketing 101

What are SEO and PPC, and how do you rank higher on Google?

What is SEO, what is PPC, and which fits your keywords? Plain-English explanation, with the marketing funnel of a bathroom specialist as an example.

6 October 2026 · 16 min read

FeaturedReporting

How to check whether your marketing agency is showing you the right numbers

Not every KPI tells the full story. Here is how to spot the difference.

8 April 2026 · 13 min read

A collection of marketing numbers such as impressions, clicks, CTR, sessions and conversion rate in grey labels. A few of them stand out in bold orange: profit, gross margin, CAC, RevPAR and lead-to-customer rate.

Digital marketing 101

What is a KPI, and which ones matter in marketing?

What does KPI mean and which KPIs matter in marketing? With formulas and examples per type of business.

1 October 2026 · 13 min read

Digital marketing 101

Marketing terms in plain English

What do ROAS or RevPAR mean? Over a hundred marketing terms from your reports, briefly explained in plain English, with the formula where there is one.

1 October 2026 · 176 terms

Digital marketing 101

Why Google Ads and your CRM never agree, and which one to trust

Google Ads says ten sales, your CRM says seven. Where the gap comes from, conversion windows to attribution, and which number to use for which decision.

27 September 2026 · 6 min read

The AEO gold rush, Intzicht: rows of identical dark navy shovels standing in line, with one bright orange shovel with a price tag in the front, illustrating the pick-and-shovel play behind AI-marketing tools, in flat design.

AI in marketing

The AEO gold rush

Who's selling the shovels?

25 June 2026 · 11 min read

The subjective illusion of being data-driven, Intzicht: a small sailboat on the water with an orange figure looking through a monocular at a tiny iceberg tip above an orange waterline, with a vast dark iceberg body hidden below, in flat design.

The subjective illusion of being data-driven

Looking at data is looking behind you, but also in front of you, if you do it right.

4 June 2026 · 8 min read

The Lamplighters, Intzicht: three light sources side by side (oil lamp, gas lantern, modern bulb) in flat design showing the evolution of street lighting as a metaphor for the transition to AI in marketing.

The Lamplighters

On lamplighters, electricity, and why I have no choice but to go along.

18 May 2026 · 8 min read

Why your Google Ads report does not say what you think it says

What Google Ads reports as conversions is not the same as what drove sales.

27 April 2026 · 10 min read

Why marketing reports stay so simple

Three levels of marketing measurement, explained honestly.

22 April 2026 · 8 min read

When your customer is ready to come back, are you there?

Your customer decides earlier than you expect. Here's how to use that.

20 April 2026 · 7 min read

Why your most loyal customers are leaving without you noticing

Repeat share rises while repeat rate falls, and your reports don't show the difference.

13 April 2026 · 7 min read

Is it too soon to evaluate your campaign?

Your data is only complete once the purchase cycle is over.

18 March 2026 · 6 min read

Joey Vangaeveren looking out over the cliffs of Howth, Ireland

Why the best marketers doubt themselves, and the worst ones never do

An honest story about imposter syndrome, integrity and what sets real marketers apart.

14 March 2026 · 6 min read

Why your marketing budget delivers more than you think, and how to find the proof

Last-click gives the wrong channels the credit. Here's the proof.

1 March 2026 · 6 min read

Low conversion rate? How to find the real cause.

A falling conversion rate can mean your marketing is doing exactly what it should.

15 February 2026 · 7 min read

Your ROAS target is based on the first purchase. But what is a customer actually worth?

Why your acquisition budget is probably too cautious. The calculation behind them is wrong.

1 February 2026 · 6 min read

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