Search and Content Technology
An internal link should explain its destination before someone clicks
Internal links help readers move from a question to a relevant explanation.
Marketing Technology Insights
Detailed technology guides, comparisons, explainers and practical advice.
AI-generated editorial illustration.
Customer Relationship Management and Customer Data
Resolve duplicate contacts before automating the customer handover
A customer record can be duplicated for ordinary reasons: a different email address, a spelling change or an import from another system.
Advertising Technology
Ask whether an advertising report measures credit or additional impact
An attribution model assigns conversion credit according to its rules.
Marketing Analytics
Define the event before designing the marketing dashboard
A dashboard can look consistent while combining events that mean different things.
Marketing Automation
A welcome workflow should know when to stop messaging
A customer journey is not complete when it defines only how someone enters.
Search Engine Optimization and Digital Marketing
Plan a useful service page before planning another keyword article
A useful content plan starts with the questions a business can answer well.
Marketing Technology
Build a content plan around questions your customers actually ask
Start with enquiries, sales conversations and support requests.