Marketing automation: the trap most businesses hit
Marketing automation sounds like a robot that does your marketing. It isn’t. It’s a set of if-this-then-that rules that send messages for you, so you stop doing the same small task by hand forty times a day. That’s the whole idea. Most of the confusion around it comes from software companies dressing that simple idea […]
Rule-based personalization: when to use it
Rule-based personalization shows content by rules you write yourself. Here is how it works, what it is good at, and when to move on.
Bad personalization: what it is and how to fix it
Personalization done badly is worse than none. Here are the four ways it backfires, why it happens, and how to tell good personalization from bad.
Content lifecycle management, minus the jargon
Content lifecycle management handles content through every stage, from idea to retirement. Here is why the after-publish stages matter most.
Composable vs headless commerce: the difference
Headless and composable commerce are not the same. Headless separates the front end; composable builds the whole stack from swappable pieces.
Generative AI: what marketers need to know
Generative AI creates content from a prompt by learning patterns. Here is how it works, what it is good and bad at, and how to use it in marketing.
Structure content for omnichannel, no rewrites
The omnichannel problem is a content structure problem. Here is how to build content as reusable pieces so one version serves every channel.
Website personalization without annoying people
Website personalization shows visitors different things for relevance. Here is what to change, the signals behind it, and how to avoid creepiness.
How to choose a CDP without picking the wrong one
Most CDP decisions go wrong on readiness and fit, not features. Here is how to tell if you should buy one, and how to pick without regret.
Marketing analytics without the overwhelm
Marketing analytics is supposed to tell you what’s working so you can do more of it. In practice, most people open a dashboard, see forty numbers and a dozen graphs, feel a wave of low-grade panic, and close it again having learned nothing. The tools got very good at showing you data and never got […]