Conversion Optimization in the Age of AI-Generated Variants
A framework for deciding whether your business has enough traffic and clarity to run real conversion optimization, and what to do first if it doesn't.
The Archive
2024
The State of Privacy-First Marketing in 2024
2024 was the year Google abandoned its cookie deprecation plan, US state privacy laws took effect and marketers stopped waiting for third-party cookies to die.
How Creator Partnerships Changed Digital Marketing in 2024
TikTok's legal fight in the US pushed brands to hedge creator budgets across platforms in 2024, and long-term deals kept replacing one-off posts.
A Practical Guide to Retail Media Networks
Walmart's pending Vizio deal and Instacart's expanding ad tools show how fast retail media networks are maturing, and how to allocate a limited budget.
A Practical Guide to Marketing Mix Modeling
Marketing mix modeling figures out what drove sales using spend and outcome data, no individual tracking needed. Here's how it works with attribution.
Why AI-Powered SEO Matters for Your Bottom Line
AI can let a small SEO team punch above its weight, or be the fastest way to tank a site with thin pages. Here's the line between the two, and why it matters.
12 Short-Form Video Strategies for the TikTok Ban Era
Twelve concrete short-form video tactics that were working in 2024, from hedging against the TikTok ban law to using YouTube's maturing Shorts monetization.
A Practical Guide to Zero-Party Data
Zero-party data is what a customer tells you on purpose, not what you infer by watching them. Here's why it beats guessing and how to collect it right.
Where AI Personalization Moves Revenue in 2024
The revenue case for AI personalization in 2024, where it moves numbers like average order value and email revenue, and where it doesn't.
The Rise of Search Generative Experience
The origin story of Google's Search Generative Experience, from its opt-in debut at I/O 2023 through its rocky, default rollout as AI Overviews in 2024.
The State of Generative AI Strategy in 2024
A 2024 snapshot of generative AI strategy: new releases from Google, Anthropic and OpenAI, the shift from novelty to workflow and Google's AI content crackdown.
Building a Customer Retention Strategy From Scratch
A step-by-step build guide for a customer retention program in 2024: what to measure first, which lifecycle emails to build first and how to sequence the work.
The Rise of Creator Partnerships
By 2024 creator partnerships moved beyond sponsorship deals into platform infrastructure: TikTok Shop, YouTube's revenue share and MrBeast-style owned brands.
Building a Marketing Analytics Strategy From Scratch
A step-by-step guide to setting up a marketing analytics stack in 2024, from GA4 and consent mode to a dashboard your team will check.
Brand Authenticity: What Every Business Needs to Know
As AI-generated content flooded feeds through 2023 and 2024, audiences got better at spotting polish and rewarding brands willing to look unfinished.
Conversion Optimization Beyond Button Colors
A landing page converting at 3% instead of 2% grows results by half without extra ad spend. Here's how conversion optimization finds friction and tests fixes.
Why Privacy-First Marketing Means Owning First-Party Data
Privacy-first marketing gets treated as a cost, but businesses building on first-party data stay insulated from tracking changes disrupting everyone else.
How Retail Media Networks Changed Digital Marketing in 2024
How Amazon Ads, Walmart Connect and a wave of new retail media networks reshaped ad budgets in 2024, and why brands started calling it the third pillar.
The Rise of Marketing Mix Modeling
Marketing mix modeling is a decades-old technique sidelined in the 2010s by digital attribution, then it roared back once tracking broke.
AI-Powered SEO: What Every Business Needs to Know
A 2024 framework for using AI in SEO without triggering Google's crackdown on scaled, low-value AI content, built around the March 2024 core update.
The State of Short-Form Video in 2024
Where short-form video stood by the end of 2024: a law threatening TikTok's US future, YouTube Shorts' payouts and a format gone from novelty to default.
Common Zero-Party Data Mistakes (and How to Avoid Them)
Where businesses got zero-party data collection wrong in 2024, starting with confusing it for first-party data and going downhill from there.
AI Personalization: What Every Business Needs to Know
A decision framework for deciding whether AI-driven personalization is worth adopting in 2024, and what it takes to run well.
A Practical Guide to Google's AI Search (SGE / AI Overviews)
Google tested AI answers atop search results as Search Generative Experience, then rolled it out as AI Overviews. Here's what changes for organic traffic.
Why a Generative AI Strategy Matters for Your Bottom Line
Most companies adopted generative AI one person at a time, with no plan and no guardrails. Here's what that costs, and what a real strategy needs to cover.