Blog

Hands-on insights from projects we actually run: data analytics, conversational analytics, AI workflow optimisation, ads agents, and MCP in marketing.

Terminal window with model routing rules for AI ad agents across GPT-5.6's three pricing tiers

Ads Agents

GPT-5.6 pricing just changed your AI agent economics

OpenAI split GPT-5.6 into three tiers. Route models by job — cheap tiers for volume, reasoning for money decisions — or your cost per campaign multiplies.

Andrii Krutko·Jul 13, 2026·6 min

Dark scorecard diagram linking spent, earned and ROI — measuring AI marketing ROI with GA4 and BigQuery

Data Analytics

The ROI Measurement Gap: Why Your AI Marketing Investment Needs a New Scorecard

Everyone knows what they spent on AI tools. Almost nobody knows what those tools earned. A GA4 + BigQuery framework to close the gap.

Andrii Krutko·Jul 11, 2026·9 min

Diagram of an AI agent connected via MCP to Google Ads, BigQuery and Google Tag Manager

MCP in Marketing

MCP in Marketing: AI Agents for Google Ads, BigQuery & GTM

Real examples of AI agents running Ads reports, warehouse queries, and tag management through MCP — plus what we learned shipping our own tracking stack this way.

Andrii Krutko·Jul 7, 2026·6 min

// first articles shipping soon

We're writing up what we've learned running analytics and AI workflows in production.