MarTech and the business of demand
MarTech Diet
Everything the desks have filed, newest first - across all ten briefs, in one place.
A definition of first-party data that survives scrutiny, why the distinction is not academic, and four questions to ask of any dataset you hold.
Four conditions decide whether a retail media network outside retail is viable, and the questions to ask before committing advertising budget.
Where webinar value leaks between registration and follow-up, what a functioning programme looks like, and the measurement that actually matters.
Rules-based, model-driven and real-time orchestration compared by what each demands as an input, plus the complication B2B data adds to all three.
Why published demand generation benchmarks mislead, the comparison that works instead, and the pipeline metrics worth tracking in their place.
What marketing mix modelling actually does, the four things it requires to work, and an honest answer on the spend scale it needs to be reliable.
Three stack problems that look identical and are not, what the suite pitch leaves out, and a practical test for whether to consolidate at all.
How to test an AI marketing tool on your own messy data, what to ask about its failure cases, and how to design a pilot that is able to fail.
Who does the work in a B2B creator programme, how it is budgeted, who owns the audience, and how to measure it without pretending it is precise.
