Insight
An internal link should explain its destination before someone clicks
Internal links help readers move from a question to a relevant explanation.
Marketing Technology
Search, customer data and campaign technology that connects marketing work with understandable outcomes.
Search Engine Optimization and Digital MarketingMarketing AutomationMarketing AnalyticsAdvertising TechnologyCustomer Relationship Management and Customer DataSearch and Content Technology
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Understand Marketing Technology
Marketing technology connects content, customer information, campaigns and measurement. This sector examines how those systems support useful communication and decisions, rather than treating every recorded interaction as business value. Explore search, automation, analytics and advertising through questions about clarity, data quality, consent, implementation and the limits of the claims made by a report.
Latest Insights
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Insight
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.
Insight
Ask whether an advertising report measures credit or additional impact
An attribution model assigns conversion credit according to its rules.
Insight
Define the event before designing the marketing dashboard
A dashboard can look consistent while combining events that mean different things.
Insight
A welcome workflow should know when to stop messaging
A customer journey is not complete when it defines only how someone enters.
Insight
Plan a useful service page before planning another keyword article
A useful content plan starts with the questions a business can answer well.
Insight
Build a content plan around questions your customers actually ask
Start with enquiries, sales conversations and support requests.
News and reference briefs
Full archive →News brief
Crawlable links and useful anchor text belong in the publishing workflow
Publishing tools should make links easy to inspect.
News brief
Customer-data quality needs a correction routine, not just a warning
Clean customer data depends on what happens after a duplicate is detected.
News brief
Attribution reports and campaign effectiveness answer different questions
Advertising results become easier to discuss when teams distinguish assigned credit from causal impact.
News brief
A conversion label is useful only when the recorded action is clear
Marketing measurement begins with agreement about the action being counted.
News brief
Marketing automation needs exit conditions alongside its entry trigger
An automated sequence should respond to what has actually happened, not continue because a timer has expired.
News brief
Search visibility work still needs a clear reader benefit
Search content should make it easier for people to complete a real task.
News brief
Google’s content guidance puts usefulness ahead of publishing volume
Start with enquiries, sales conversations and support requests.