IN BRIEF
Attribution assigns credit for a conversion to the touchpoints that came before it. Incrementality measures how many conversions would not have happened without the spend. The two numbers
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The short answer: use AI to accelerate marketing production (drafts, synthesis, options, analysis support) while keeping strategy, judgment, and customer relationships deliberately human. Map which of...
The short answer: a B2B marketing strategy is six decisions on one page: who the buyer is (and isn't), what position you own, how you create and capture demand, which channels and content carry it, ho...
What is a marketing strategy? A marketing strategy is the set of choices a business makes about which problem marketing will solve, which customers it will serve, and how it will win them. A marketing...
Ask most marketers what great marketing looks like and they will describe a campaign. The ad everyone shared, the launch that owned the feed for a day, the clever line people repeated. It is fun to ma...
Every downturn, every flat quarter, every new CFO, and marketing's budget ends up on the table. Not because marketing doesn't work, but because most marketers can't explain why it works in language Fi...