What we're seeing, written down as we see it
Observations from audits and live engagements, organised by discipline.
Marketing
Channel and campaign observations.
AI
Where AI genuinely changes marketing and analysis work.
Analytics
Measurement, attribution, and reporting notes.
Technology
Marketing technology worth paying attention to.
Automation
What automation is and isn't good at.
Strategy
Prioritisation and planning observations.
Digital Growth
Acquisition and conversion patterns.
Conversion
Landing page and funnel observations.
Trends
Broader shifts across the industry.
Latest
Why Better Data Does Not Automatically Create Better Decisions
More data without a decision framework just produces a more detailed argument for whatever was already believed.
How AI Changes the Economics of Marketing Analysis
Not by replacing the analyst. By changing how much analysis is worth doing before a decision.
The Difference Between Activity and Optimization
Launching more campaigns is activity. Knowing which ones to stop is optimisation.
Where Digital Funnels Quietly Lose Efficiency
Rarely at the dramatic step. Usually at a small, unexamined one.
Why Automation Should Begin With Process Design
Automating an unclear process makes it faster and harder to see, not better.
What a Technology Audit Should Actually Find
Not a list of every tool in use. A short list of what's actually broken or disconnected.
Why Blended Return Figures Hide the Real Story
A healthy average can mask one channel badly underperforming and another compensating for it.
The Acquisition and Retention Imbalance
Most organisations over-invest in acquisition and under-invest in retention, then wonder why growth feels expensive.
SEE THE BUSINESS CLEARLY.
Speak with the team about where this fits, or explore the rest of the capability field.