Notes from the Field
Should Media Buying Evolve Into Agentic Buying?
TikTok Is Removing the Friction From Platform Diversification
Google Ads Is Testing PMax Channel Controls. Should Advertisers Use Them?
TikTok Just Made Paid Social Agentic
Affiliate Has Outgrown the Bottom of the Funnel
Which Marketing Metric Should You Actually Trust?
Different measurement methods answer different questions. The mistake is expecting one to answer them all.
Winning the Search Auction in the Age of AI
For years, account structure was one of Search's biggest competitive advantages. AI is changing that.
How do I measure the pipeline contribution of paid media?
A framework for connecting B2B paid media to pipeline, from CRM setup to board-ready reporting.
Are You Getting the Most Out of Google Analytics?
A practical guide to leveraging GA Linking and Campaign Data Import to improve campaign performance and drive a measurable uplift in conversions.
User-controlled algorithms: should you care?
Platforms are giving users more control over their feeds. For brand marketers, the signal that actually matters hasn't changed.
Bad Data Means Bad Decisions
Most brands treat one measurement model as the truth and optimise for what it shows. Here's why that's risky, and what reconciling data sources looks like.
Why Your Google AI Max Isn’t Working (It’s Not the AI)
Poor measurement infrastructure is the most common reason Google AI Max underperforms. Here's what to audit and how to fix it.
