Hi, I’m Alex. I’m VP Analytics & CMO at Meta, where I’ve been for over 18 years now. Before that, I studied Physics at Magdalene College, Cambridge — which, looking back, was probably the least direct path into internet marketing you could imagine.
I started this blog back in 2006, when I was deep in the weeds of SEO, eBay APIs, Google AdSense experiments, and building strange things like cocktail recommendation engines. Over the years it became a place where I wrote about whatever I was tinkering with — data analysis, Facebook apps, web development, the browser wars, and occasionally just life.
The posts span from 2006 to 2014. Some of it is genuinely useful analysis. Some of it is me getting excited about my first cron job. All of it is a snapshot of what the internet looked like when we were still figuring it out.
The blog originally lived on Typepad. When that platform faded, the posts went dark for a while. In 2026, with some help from the Wayback Machine and a very enthusiastic robot named Freddy, we recovered everything — all 175 posts, and as many of the original images as the internet still remembered.
I’m half English, half German, and I live in London. When I’m not working, you’ll probably find me doing something involving paper airplanes, philanthropy, or both.