Activation Is the Hard Part
Most marketing organisations spend on platforms that produce insight and starve the systems that act on it. This post argues that activation, the path from a known signal to a delivered message, is where the real …
Tag
Customer-Data
Consent Is Data Engineering, Not Legal
10 minutes
Marketing teams buy a consent platform and approve a cookie banner, then assume the privacy problem is solved while personal data keeps …
Why Most Marketing Dashboards Lie
7 minutes
Two marketing reports from the same week, drawn from the same source system, can show opposite trends and both be correct. This post sets …
The Single Customer View Project That Actually Ships
7 minutes
Most Single Customer View projects run for years and never produce a customer view anyone trusts. This post identifies the four predictable …
Every Marketing Question Is Eventually a Data Question
6 minutes
Marketing teams keep buying tools to answer questions their underlying data cannot support. This post argues that every senior marketing …