Author
Samantha Tokay
Digital Marketing Specialist
Samantha is a digital marketing specialist at Data Story, focused on paid media strategy and performance across Google Ads and Meta. She helps clients turn ad spend into measurable growth by tying budgets to clear goals and real source-of-truth data.
2 Articles by Samantha Tokay
Customer Journey
Why customer journey mapping for retention matters as much as acquisition
8 July 2026
Most annual plans are a stack of channel targets. The strongest ones start with how a customer moves through the business, then build the targets around it.
Read articlePaid Media
How to Set a Paid Ad Budget That Can Flex
23 June 2026
A paid budget should be built backwards from a goal and the price you'll pay for each conversion, then left free to follow demand. Here's how to set ad spend with intent, and measure it against your own data, not the platform's.
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