Signal Stories.

Untangle Collective & Berghs School of Communication: Performance Marketing

An intensive 8-week remote course for professionals who want to take ownership of growth, data, and profitable digital marketing. Next start: April 20, 2026.

Context engineering: the groundwork that makes AI useful

Prompt engineering without context engineering is like navigating without a map. AI doesn't just need instructions, it needs understanding, and that comes from well-structured data.

Invest as if you were already 30% bigger

With 50% churn, more than half of your 2027 revenue will come from customers you don't have yet. The growth budget you need already exists, inside your current performance spend.

Are you giving AI the right conditions to make business decisions?

AI already drives large parts of your marketing, but do you actually know what it is optimizing for? A Feed Prompt Strategy gives algorithms the business context they're missing.

The hidden waste in performance marketing

At SEK 1M/month in spend, even 15 percent of misaligned signals quietly costs SEK 1.8M a year. It rarely shows in ROAS. It shows in margin.

You are probably scaling the wrong signals

Most ecommerce brands optimize against metrics that platforms reward, not signals that reflect the business.

What a Cut Waste review actually reveals

Where money leaks in an ecommerce P&L, why teams miss it, and what changes when you see it for the first time.

AI amplifies whatever you give it

AI does not fix weak signals. It scales them faster. A short note for CFOs and CMOs sponsoring AI investments.

Scale what actually compounds

Once waste is out, reallocation is the next decision. A short framework for scaling the parts of the business that compound.