13 July 2026
When modeled conversions jump overnight
How Vietnam media teams should read a sudden spike after a platform expands modeled conversions — and what to tell finance.
Field notes
Practical writing on attribution shifts, flight calendars, and the news that actually changes a media plan.
1 June 2026
Building a Tet flight calendar without overbuying January
A paid media planning approach for Tet season in Vietnam that protects January budgets while still capturing festive demand.
17 May 2026
Reading click-through rates after creative fatigue sets in
Why falling CTRs after week three of a flight rarely mean “the audience is gone” — and how to decide between refresh and budget cuts.
8 April 2026
What “view-through” credit means for a Vietnam retail stack
A plain explanation of view-through attribution for marketers comparing social, display, and search in the same weekly report.
20 March 2026
Negotiating agency reporting when every channel uses different dates
Practical steps for aligning agency exports so paid media planning meetings stop arguing about which Monday counts.