Making sense of modern marketing

I write about

• Marketing Modernization — How data, technology, decisioning, content, channels and operating models fit together.
• AI & Customer Decisioning — How organizations move from rules and campaigns toward predictive, adaptive and increasingly intelligent decisioning.
• Measurement & Marketing Science — Experimentation, incrementality, attribution, MMM, customer value and the discipline of understanding what actually worked.
• Leadership & Transformation — The operating models, organizational choices and human dynamics behind successful transformation.