Your cheapest marketing leads could be costing you the most
A low cost per lead can hide expensive customer acquisition. What happens when you follow the enquiries through to sales?
Read the insight →Analysis without the theatre
Insights for people making real decisions.
Marketing, customer evidence, business intelligence and AI — examined as connected commercial questions.
Why more marketing won’t fix weak foundations
When the customer, offer or positioning is unclear, increasing activity simply distributes the confusion faster.
Read the insight →Your digital footprint is already segmenting your market
Even without a formal segmentation model, your language, proof, pricing and channels select some customers and repel others.
An AI worker needs a job description, not a clever prompt
Useful AI systems begin with a defined workflow, decision rules, examples, boundaries and a measurable standard of good work.
A dashboard can be accurate and still lead to a bad decision
Reporting what happened is not the same as reconciling the evidence, understanding causation or making uncertainty visible.