BIG THINK LABS

Resources for thinking bigger.

Technical guides, practical notes and useful tools for digital marketing, design and technology.

01 / INSIGHTS

One project. Connected decisions.

Design, marketing and technology are often planned separately. Our starting question is shared: what should people understand, experience and do?

A campaign can bring someone to a page. Design helps them find their way. The technology behind it must support that experience. These are not three separate handovers; they are decisions that need to work together.

Before choosing a channel or tool, write down the user need, business objective and how you will assess progress. Use these criteria to guide priorities, implementation and ongoing review.

BIG THINK / Perspective

02 / TOOLKIT

Campaign URL builder

Create a tagged link with a source, medium and campaign name. Keep naming consistent. This tool runs in your browser; it does not send or save your input.

Do not add personal or confidential data to URL parameters. Reference: Google Analytics · UTM

03 / GLOSSARY

A shared language.

SEO: We improve your website’s technical structure, content and information architecture to support search understanding and organic discovery.
GEO: We develop content, information architecture and technical optimisations that help generative AI systems understand your brand and content accurately.
RAG: Retrieving relevant content to ground a language model’s response. Source quality, permissions and testing still matter.
CRO: Conversion rate optimisation: examining and improving the journey towards a defined action, such as an enquiry.
UTM: URL parameters used to distinguish campaign traffic in measurement tools.
On-Premise AI: AI infrastructure running within an organisation’s own environment. Data access, operations and security require project-specific planning.

Technical references: Google · SEO / Microsoft · RAG

TECHNICAL GUIDES / GOOGLE ADS

Before taking over a Google Ads account: access, measurement and campaign checks

A technical checklist for reviewing account access, conversion measurement, campaign history and landing pages before a Google Ads handover.

Read the guide

FIELDNOTES / 01

Before you build.

A better brief. A clearer beginning.

Use these six questions to prepare for your first project discussion. A starting framework, not a one-size-fits-all specification.

Define the need. Describe the problem in one sentence without naming a solution.
Name the audience. Who will use the outcome and what are they trying to do?
Map the starting point. List channels, assets, systems and constraints.
Prioritise scope. Separate what is essential now from what can come later.
Agree on evidence. What will you measure and is there a baseline?
Plan delivery. Clarify owners, approvals, data permissions and ongoing responsibilities.

Let’s discuss your brief ↗