Category: Expert Mode

Alex Weinberger, General Manager of Digital Out-of-Home at AdRoll, thinks we’ve been aiming at the wrong artifact. We keep trying to fix the media plan. He argues the plan is just the receipt for a decision leadership hasn’t actually made — a decision about how many things a campaign…

Guy Gunter Home’s journey to rebuild their digital presence, in partnership with the digital consultancy Office of Experience (OX), offers a compelling case study in transforming a potential point of friction into a strategic advantage. By digging into their approach, we can uncover a practical playbook for building a…

Donatas Smailys, co-founder and CEO of Billo, a creator economy platform that turns creator video into performance ads, argues the shift is bigger than scale — and that the companies moving fastest are about to break the exact thing they’re reaching for.

For the better part of a decade, the Customer Data Platform (CDP) has held a specific, if sometimes nebulous, role in the enterprise MarTech stack. It was the system of record, the single source of truth, the place where all your customer data was meant to live in harmonious,…

Resilience belongs to other people. It’s a risk function, an IT function, a line item in the compliance budget. When the systems go down, marketing’s job starts — the holding statement, the sentiment monitoring, the apology campaign, the quarter spent buying back goodwill. Most of us have accepted that…

Marketing leaders, in particular, are under immense pressure to demonstrate ROI on significant technology investments, and the promise of generative AI feels like the answer we’ve been waiting for. We see the potential everywhere—from content creation and campaign personalization to customer service and analytics.

Keyni CEO Jared Navarre argues AI is compressing marketing roles rather than automating tasks, and that the vacancy nobody reopens is the real story.

Ask a marketing leader how many AI initiatives their organization is running and you’ll usually get a number. Four, maybe nine. The copywriting assistant, the personalization model somebody built on top of the CRM, whatever the agency is piloting this quarter. The number feels solid because it corresponds to…

Which does more for a company over five years — a wellness platform announced at an all-hands with a slide and a hashtag, or a fruit delivery that shows up every Tuesday and never gets announced at all?

I recently spoke with Nir Weingarten, CEO and founder of Eikona, whose background in AI and reinforcement learning offers a compelling new paradigm. His perspective suggests that the natural evolution of A/B testing is already here, and it promises to move marketing from a state of periodic testing to…