§ Insights
Straight answers for marketers.
Practical guides on MarTech, operating models, measurement, AI and search.
The AI-Enabled Marketing Team: A Practical Playbook
How to move from scattered AI experiments to a marketing team that uses automation and agents safely: use cases, guardrails, roles and measurement.
2 min read · Updated Sun Oct 25
Operating modelsHow to Design a Marketing Operating Model in Five Steps
A practical five-step method for designing a marketing operating model: assess, define, source, standardize and transition, with notes on adding AI.
2 min read · Updated Sun Oct 25
MarTech governanceHow to Run a MarTech Audit: Three Lenses and a 30-Day Plan
A practical guide to auditing your marketing technology through financial, capability and data-flow lenses, with a 30-day plan and the output to expect.
2 min read · Updated Sun Oct 25
AI & searchWhy AI Assistants Know Your Brand Late, and What to Do About It
Language models learn from data with a cutoff, so they can describe your brand as it was, not as it is. Here is how to close the gap with AEO.
2 min read · Updated Sun Oct 25
E-commercePreparing Marketing for Black Friday and Cyber Monday
A practical readiness checklist for BFCM: offers, data, flows, approvals, monitoring and measurement, so peak season helps rather than breaks your team.
2 min read · Updated Sun Oct 25
MeasurementWhat Is Marketing Mix Modeling and When Do You Need It?
A plain-language guide to marketing mix modeling (MMM): what it measures, the data you need, how it differs from attribution, and when to use it.
2 min read · Updated Sun Oct 25
MarTech governanceWho Really Owns Your Marketing Stack?
Most marketing teams can't say who owns each tool, what it costs or what it returns. Here is how to find out and fix it with simple governance.
2 min read · Updated Sun Oct 25