Your costs have changed. Have your marketing assumptions?
What changing costs, customer demand and investment mean for your marketing decisions—and where to look before asking for more leads.
Read the insight →Analysis without the theatre
Insights for people making real decisions.
Marketing, customer evidence, business intelligence and AI — examined as connected commercial questions.
Your cheapest marketing leads could be costing you the most
A low cost per lead can hide expensive customer acquisition. What happens when you follow the enquiries through to sales?
Read the insight →Why more marketing won’t fix weak foundations
When the customer, offer or positioning is unclear, increasing activity simply distributes the confusion faster.
Read the insight →Your digital footprint is already segmenting your market
Even without a formal segmentation model, your language, proof, pricing and channels select some customers and repel others.
An AI worker needs a job description, not a clever prompt
Useful AI systems begin with a defined workflow, decision rules, examples, boundaries and a measurable standard of good work.
A dashboard can be accurate and still lead to a bad decision
Reporting what happened is not the same as reconciling the evidence, understanding causation or making uncertainty visible.