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Things I have written
Notes and opinions about marketing, data, brands and work.
Marketing Measurement Is Now a Matter of Trust
Better models and faster incrementality tools can produce more answers than ever. The harder question is whether marketers, CMOs and CFOs trust those answers enough to act on them.
Why "AI-Native" Companies Run on Rented Economics
AI is making companies faster and leaner. But many businesses are pricing their future around subsidised subscriptions and unusually cheap tools without knowing the true cost of finished work.