Ad Optimization
How to Measure Incremental Conversions from Meta Ads
Last-touch attribution makes Meta look like a hero. Conversion Lift and Incremental Attribution ask the harder question, and neither one is a complete answer on its own.
How to Prove Incremental Pipeline Impact Without a Data Engineer
Attribution tells the CFO where leads came from. Incrementality tells them whether spend drove revenue. Here is how to measure it without a data engineer.
How to Connect a Data Warehouse to Google Ads and LinkedIn Automatically
Most teams assume this needs a data engineer. It does not. The pipeline is the easy part; deciding what counts as a conversion is the work.
Martech Ate Marketing. Adtech Ate Advertising. AI Is Eating Both. What's Left Is the Decision Layer.
There's a pattern that repeats itself every decade in this industry. A new category of software or technology arrives promising to make marketers more powerful. Instead, it makes them more dependent. The tool becomes the job. The stack becomes the strategy. And somewhere along the way, the original
Composable Audience Graphs 101
How to build identity + enrichment + signals + activation + measurement without getting trapped in data vendor models Your media team just spent $50K scaling "AI" audiences… and a chunk of that spend chased people who had already bought. Your suppression lists are stale. Meta is crushing it, Google
From Agent Chaos to AI Coworkers: Introducing iWorkers for Marketing Ops, ABM & Performance Marketing
iWorkers: AI Coworkers for Marketing Ops, ABM Performance Marketing