Untangling.

Untangle Collective & Berghs School of Communication: Performance Marketing Strategy

An intensive 8-week remote course for professionals who want to take ownership of data, and profitable digital marketing in the AI era. Next start: October 19, 2026. The course is in Swedish.

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.

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.

POAS: the metric that actually runs the business

ROAS tells you the ad worked. POAS tells you the business worked. Here is how to move from one to the other without breaking your stack.

Incrementality testing: the cheapest truth in marketing

Most channels are taking credit for sales they did not cause. A simple incrementality test settles the argument in two weeks for less than a campaign budget.

Profit on ad spend: the five-minute self-test

A short, honest self-test for any ecommerce leader who suspects their ad budget is earning less than it looks like it is. No tools, no consultants.