Resources

Attribution was already under strain. Long before generative AI arrived, most marketers had quietly accepted that their reporting told them something useful — but not something complete. Cookies were disappearing. Dark social was growing. Buyers were researching in places we couldn't see. Generative AI may push that problem into a different category altogether. The measurement model we built, and what it assumed Digital marketing measurement was built on a fairly specific ass

Marketing funnel is evolving. Every major change in media has altered not only where marketers advertise, but how consumers discover, evaluate and ultimately choose products. Generative AI could be the next significant shift. From mass media to measurable journeys During the traditional era, the funnel was relatively straightforward: Mass Media → Awareness → Consideration → Purchase Television, print, radio and outdoor advertising were designed to reach broad audiences. Marke

Why Modern Businesses Need More Than Traditional Marketing Marketing has fundamentally changed. Businesses are no longer competing solely on creativity, advertising budgets, or social media visibility. The companies that are scaling effectively today are the ones building intelligent systems behind the scenes — systems that connect marketing, sales, data, automation, and customer intelligence into one cohesive growth engine. Over the last several years, I have specialised in

Revenue operations is often described as the point where marketing, sales and customer success meet. In practice, its most valuable work happens one level deeper: designing the systems, data and processes that allow those teams to operate as one commercial engine. That becomes particularly important in a business with several revenue lines. A single organisation may sell data products, research, subscriptions, event partnerships, advertising and enterprise solutions. Each li

Expanding your business into international markets can unlock immense growth opportunities, but it requires careful preparation and...

In the global business landscape, B2B exporting companies are faced with complex challenges when it comes to effectively managing their...