Medium

Matthias Stepancich

Matthias Stepancich

·

Nov 12, 2025

13 Tactics to Grow a Business in a Declining or Stagnating Market

I’ve often seen companies panic when growth stalls — slashing ad spend across the board, freezing hiring, laying off staff, discounting…

13 Tactics to Grow a Business in a Declining or Stagnating Market

Matthias Stepancich

·

Jul 14, 2025

A Pragmatic Framework for the CMO Dashboard

I first became familiar with the problem of vanity-metric overload more than ten years ago when I picked up Lean Analytics. The book warned…

CMO dashboard KPIs metrics growth marketing

Matthias Stepancich

·

Apr 17, 2025

AI Is Making Intellectual Property’s Flaws Impossible to Ignore

About a decade ago I read a book called Against Intellectual Monopoly by Michele Boldrin and David K. Levine — published in 2008, well…

AI Is Making Intellectual Property’s Flaws Impossible to Ignore

Matthias Stepancich

·

Mar 21, 2025

The Modern Growth Team Paradigm

When I was building the Growth Performance function at Tesla, I made a request in my first week: embed at least one data scientist directly…

The Modern Growth Team Paradigm — Aligning Marketing, Finance, Data Science, and Breaking Down Silos. Marketing Leadership

In

BlueAlpha Blog

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Matthias Stepancich

·

Jan 20, 2025

What Is Incrementality in Marketing? A Worked Example

Incrementality is the share of a result that would not have happened without the marketing that claims it. If a campaign reports 20,000…

What Is Incrementality in Marketing? A Worked Example

Matthias Stepancich

·

Jan 14, 2025

Building Distribution vs. Engagement

Over the past year, I’ve been running various experiments comparing the performance of emotional vs. value-driven content across social…

Building Distribution vs. Engagement — Reddit experiment

In

BlueAlpha Blog

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Matthias Stepancich

·

Dec 12, 2024

Multi-Touch Attribution Can Kill Your Marketing Strategy

Add up the conversions Google and Meta each claim, and you get more than the business actually counted. That gap is where multi-touch…

Multi-Touch Attribution Can Kill Your Marketing Strategy

In

BlueAlpha Blog

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Matthias Stepancich

·

Dec 3, 2024

What Is Media Mix Modeling (MMM)?

Getting the better of competitors is more than just relying on your gut feeling and conventional approaches.

What Is Media Mix Modeling (MMM)?

Matthias Stepancich

Matthias Stepancich

I help companies that spend real money on growth decide what to fund, what to cut, and how to know it worked. Ex-Tesla. https://www.steptb.com

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