Category
Because a substantial proportion of your audience cannot use inaccessible content, the legal position is stricter than most marketers realise, and — practically — accessible content performs better
By separating what is repeating, what is trending and what is noise — because the commonest forecasting error is reacting to normal variation as though it were a change in direction. The three
Sometimes, and rarely for the reason budgets are justified — the value is almost never in leads scanned at the stand, and almost always in conversations that would not otherwise happen. Where the
By treating it as a constraint satisfaction problem rather than a creative one — the shortlist is produced by ideas, and the winner is determined by what survives legal, linguistic and practical
As a story with numbers, structured so a reader recognises their own situation in the first paragraph — because a case study that does not resemble the reader's circumstances persuades nobody,
A single-question metric — how likely are you to recommend this, on a scale of 0 to 10 — reduced to a score by subtracting the percentage of detractors (0–6) from the percentage of promoters (9–10),
By recognising that the question shapes the answer, and that most surveys measure the phrasing rather than the opinion — which is why two surveys on the same subject routinely reach opposite
By asking about what they actually did, not what they think or would do — because people are unreliable narrators of their own future behaviour and reliable reporters of their past. The central rule.
Positioning is the place you occupy in a customer's mind relative to alternatives; a value proposition is what you say you deliver. Positioning is comparative and strategic; a value proposition is
Because most tests are underpowered, stopped early, or measuring the wrong thing — and each of those produces a confident number that does not survive contact with reality. Stopping early is the
The total profit you expect from a customer over the whole relationship. It is the number that determines how much you can afford to pay to acquire one — and it is calculated wrongly more often than
The decisions you cannot make well under pressure — who speaks, who approves, who is told in what order, and what you say in the first hour — written down before anything happens. Why it must exist
How a brand sounds in its writing — vocabulary, rhythm, formality, humour, what it says and what it refuses to say. It matters considerably more than its reputation as a soft branding exercise
Content made by customers rather than the brand — reviews, photos, videos, posts — and it is highly effective precisely because it is not advertising, which is also why the legal position is more
They remove a non-random slice of your audience from the data, which distorts more than the raw blocking rate suggests — and the browsers themselves now do much of the blocking, independently of
Grouping users by when they started and tracking each group separately over time — which reveals changes that overall averages actively conceal. The problem with aggregate numbers. Total revenue,
Preventing advertisements appearing alongside content that would damage the brand — and the discipline has matured from crude keyword blocking into something considerably more careful, partly because
Any activity that generates payable advertising events — impressions, clicks, installs, conversions — without a genuine human being exposed to the advertisement. Estimates of its scale vary
A brand pays someone with an audience to feature its product — and the mechanics of pricing, contracting and disclosure are considerably more structured than the casual appearance suggests. The
By putting an answer where a list of links used to be — which changes what traffic reaches a site, what content is worth producing, and how success should be measured. What actually changed.
A lead magnet is something of value offered in exchange for contact details — a guide, template, tool, calculator, checklist or course. It works, and it creates a compliance obligation the moment you
Because they are measured on different things and, almost always, have never agreed a written definition of what a qualified lead is — so each is optimising honestly against incompatible targets. The
Tools that capture how people actually behave on a page — where they move, click, scroll and hesitate — filling the gap between analytics, which tells you what happened, and user research, which
Advertising inside audio programming, and its distinctive property is that a large share of it is read by the host — which is why it performs differently from almost every other advertising format.