Things worth thinking about.
Essays on marketing as a business function — measurement, economics, psychology and the technology that connects them.
Topics: Performance Marketing · Business Growth · Consumer Behaviour · Marketing Analytics · AI & Marketing · Search Evolution · Marketing Technology · Business Strategy
Featured · 3 min read
Why low CPL can be a dangerous metric
The cheapest lead is often the most expensive thing a business buys. Here is why cost per lead deserves suspicion — and what to measure instead.
02The economics of customer acquisitionEvery growth plan rests on one question: how much can you afford to pay for a customer? Most businesses have never written the answer down.Business Strategy3 min read 03What happens when AI changes how people searchWhen an assistant answers the question directly, the click may never happen. Visibility has to be earned in a new place.AI & Marketing3 min read 04Marketing attribution is more complicated than most businesses thinkEvery attribution model is a story about cause and effect. Some are useful stories. None of them are the truth.Marketing Analytics3 min read 05The difference between generating leads and generating revenueA marketing plan built to produce leads and a plan built to produce revenue can look identical on day one. By month three, they are very different businesses.Business Growth2 min read 06Why creative strategy is a performance variableTargeting has been largely automated. What remains under your control — and what moves results most — is the message.Consumer Behaviour2 min read 07Why marketing dashboards often fail business ownersMost dashboards answer the questions that are easy to measure. Business owners need answers to the questions that are hard.Marketing Analytics2 min read 08Why CRM is an acquisition and retention decisionBusinesses often treat CRM as a sales tool or an IT purchase. It is one of the most important marketing decisions they will make.Marketing Technology2 min read