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Most connected TV (CTV) incrementality tests fail before a single ad runs. They don’t fail because the media underperformed, but because the test produced a number that looks convincing without proving anything. This failure matters more every quarter because the people who control the budget increasingly want more proof that CTV works. Coming into this […]

Every page you publish is vulnerable to traffic decay. The question is whether you catch it when it’s down 15% or 80%, and whether you fix the right thing when you do. Most teams catch it late, then reach for the same tool every time: refresh it. Update the date, add a few hundred words, republish. Sometimes

Marketers have long treated branded search as a practical proxy for brand demand. Increasingly, that assumption appears less reliable. Search measures intent. Brand influences where that intent goes. The relationship has been consistent enough that branded search is a reliable indicator of brand demand. Our data reinforces that relationship. Across our client portfolio, branded customer

Your best prospective customer just fired up an AI tool and asked for everything about your category and which product it should pay attention to. The information was free and ridiculously easy to find.  It’s the same information your marketing team spends its budget producing, packaging, and putting out, thinking it’s irresistible and entirely compelling.

Nine out of 10 marketers say budget constraints are squeezing their paid media programs, yet many are still overlooking one of the biggest drivers of return: what happens after the click. New research from Unbounce and Ascend2 found marketers consistently invest more time and money in targeting, creative, and AI than in the landing pages

Salesforce’s CEO, Marc Benioff, said the company was “all in on Agentforce” when it launched in 2024, but so far, only 34% of customers have adopted it. As a result, the company has lost more than $200 billion in market value, and analysts are saying Agentforce isn’t ready for prime time. So, are companies not

It’s amazing to be living through an industrial revolution and know that is what is going on. This is my second. The internet was my first. Although I was an extremely early adopter of the internet, I didn’t realize its monumental impact at the time. Now, with AI, I am much more aware of what

AI is making some parts of software easier to emulate, making generic functionality more abundant. At the same time, it exposes how little differentiation some vendors had beyond a polished interface, a feature roadmap, and a sales narrative. But enterprise software was never valuable merely because it has features. It only creates value when those

For most of my consulting career, email audits followed a fairly predictable pattern. I’d review a client’s email program and look for three things: what worked, what didn’t, and what was missing. The goal was simple: build on what worked, fix or retire what didn’t, and identify opportunities the organization hadn’t yet explored. When I

Predictability is not the exact adjective we can apply to Push notifications. One day, they are at their all-time high; another, Google rolls out an update, and everything goes south very quickly. Changes in platform policies have taken many businesses aback. In this article, we answer one of the most pressing questions: Has Web Push