AI Will Replace Campaign Operators Before It Replaces Growth Marketers
AI will automate more campaign setup, reporting and optimization. That does not remove the need for marketers. It changes where marketers create value.
Your ROAS May Be Lying to You
ROAS is useful, but it does not always tell you whether advertising caused the sale. This article explains attribution versus incrementality and gives marketers a practical measurement hierarchy.
Performance Marketing Is Becoming a Systems Job
Paid media is only one part of the growth equation. The modern performance marketer has to understand the full conversion system, from customer insight and creative to landing pages, analytics, follow-up and revenue.