Field notes · Tirna Marketing
The long answers, written down once.
Every question that comes up often enough on a call ends up here in full, with the arithmetic shown, so you can run it against your own numbers.
All articles
Written by Milton von Hesse
July 2026
The Complete Guide to Paid Media for Ecommerce
How to structure, fund and measure paid media for an ecommerce brand: break-even ROAS, channel selection, campaign structure and budget allocation.
22 min read
Read
June 2026
The Complete Guide to Ecommerce Email Marketing
How to build an ecommerce email program that generates real revenue: the flows that matter, segmentation, the metrics to watch, and Mailchimp vs Klaviyo.
20 min read
Read
May 2026
The Complete Guide to Ecommerce CRO
How to run conversion rate optimization properly: which tests to run first, how to reach statistically valid conclusions, and the traffic you need to test at all.
21 min read
Read
New field notes roughly once a month. Nothing is published until it has been used on a real account.
Field notes by email
One useful thing a month.
New articles, plus the occasional short note on something that changed on a platform and is quietly costing brands money.
Get the full breakdown
Every new article in full, sent the day it goes up. Start with the break-even ROAS worksheet as a one-page PDF.
One email a month at most. Unsubscribe in one click.