Growth marketing Articles — Atticus Li

Atticus Li

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Growth marketing

Articles exploring growth marketing through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.

4 articles

attribution Mar 28, 2026 8 min read

Full-Funnel Attribution: Why Your Ads Work Better Than Your Dashboard Says

Standard attribution models systematically undervalue upper-funnel advertising by crediting only the last touchpoint before conversion. This measurement distortion leads to chronic under-investment in awareness and consideration campaigns that actually drive the demand your conversion campaigns capture. Full-funnel attribution reveals the true contribution of each channel.

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Full-Funnel Attribution: Why Your Ads Work Better Than Your Dashboard Says

channel diversification Mar 28, 2026 7 min read

Channel Diversification: Why Single-Channel Dependency Is a Growth Risk

Concentrating your growth strategy in a single channel creates fragility that compounds over time. Platform algorithm changes, policy shifts, and competitive dynamics can erase years of channel-specific optimization overnight. Diversification is not just a hedge against risk; it is a structural requirement for sustainable growth.

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Channel Diversification: Why Single-Channel Dependency Is a Growth Risk

paid advertising Mar 28, 2026 7 min read

Ad Creative Testing: Why Your Visual Matters More Than Your Targeting

Most advertisers over-invest in audience targeting while neglecting the creative variable that drives the majority of campaign performance. Behavioral science explains why visual processing dominates decision-making in paid media, and how systematic creative testing delivers compounding returns that targeting refinements cannot match.

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Ad Creative Testing: Why Your Visual Matters More Than Your Targeting

customer acquisition cost Mar 28, 2026 6 min read

The Diminishing Returns of Paid Acquisition: When CAC Exceeds LTV

Every paid acquisition channel has a natural ceiling where the cost of acquiring new customers exceeds their lifetime value. Understanding where this inflection point lies, and what drives it, is the difference between scaling profitably and burning capital on growth that destroys value.

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The Diminishing Returns of Paid Acquisition: When CAC Exceeds LTV

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