GTM | Funnel diagnostics | Conversion optimisation
Performance data tells you what's broken.
Behavioural science tells you how to fix it.
It started in a restaurant kitchen in France. At 12, I was already watching customers, reading the room, and trying to understand what made people stay or leave. That instinct became the foundation of everything that followed.
I moved into e-commerce early, then into customer success, and eventually marketing. I spent years consulting independently, working primarily with US clients, building acquisition systems and improving conversion performance. Later, in corporate roles, I worked across international markets including EMEA and APAC.
Russell Brunson's stages, Ryan Deiss bootcamps, Julie Stoian's programmes, Philip Kotler's frameworks, certifications across Meta and HubSpot, and live sessions with leading practitioners. If someone was doing interesting work in marketing, I wanted to understand how and why.
That curiosity eventually became a question I could not answer from experience alone. In 2023, I went back to university, studying entirely in my second language. Postgraduate Diploma from TU Dublin, Distinction, top of class. MSc in Business and Marketing, First Class Honours. The research that came out of it was published. The questions it raised are still open.
What happens when AI-driven personalisation underdelivers? Often, the missing piece is not the technology. It is the absence of behavioural understanding underneath it. This research explores that gap with 11 B2B SaaS practitioners and proposes a framework for closing it.
Read on SSRN