All articles.
Brand Tracking in 2026: what to actually measure (and how growing companies do it)
Brand tracking as a growth tool, not a vanity report. What to measure according to Ehrenberg-Bass, the IPA and Kantar: mental availability, distinctive brand assets, category entry points. A...
Global Ad Spend 2026: $1 Trillion, Where to Invest
Global ad spend tops $1 trillion in 2026 (Dentsu). Digital 68.7%, retail media +14.1%, CTV and AI search growing: a guide to budget...
May 9, 2026
Trade Promotion ROI: Incrementality vs Apparent Lift (2026)
90% of retail promos lose money when measured correctly. Difference between apparent lift and incremental lift, pull forward,...
May 9, 2026
5 Reputation Crises 2025: Crisis Comm Lessons 2026
M&S, OpenAI, American Eagle, Jet2, Cracker Barrel: five real 2025 reputation crises analyzed with verified sources and operational crisis...
May 9, 2026
Neuromarketing Worth $3.8B in 2026: What Works, What's Hype
Global neuromarketing market is worth ~$3.8B in 2026. But fMRI, EEG, eye-tracking and facial coding have very different scientific...
May 9, 2026
Marketing Attribution: 62% Get It Wrong (Nielsen 2026)
Nielsen 2024: only 38% of marketers measure holistic ROI. Practical 2026 guide to the 3 evidence-based methods: Marketing Mix Modeling,...
May 9, 2026
Does Social Proof Really Work? Scientific Experiments
Social proof doesn't always work: effectiveness depends on the fit between proof type and decision context. What Cialdini, Asch, JCR, PNAS...
May 9, 2026
CAC tripled in 8 years (+222%): how to defend in 2026
E-commerce and SaaS Customer Acquisition Cost grew 222% in 8 years (ProfitWell, SimplicityDX). Causes, 2026 sector benchmarks and concrete...
May 5, 2026
Evidence-Based Marketing: the Science vs Hype Manifesto (2026)
A manifesto of scientific marketing: 12 myths debunked with peer-reviewed sources (Sharp, IPA, Cialdini, Kahneman). What actually works,...
May 4, 2026
Why 95% of AI Marketing Projects Fail in 2026 (MIT Data)
MIT 2025 study on 300 GenAI deployments: 95% of pilots produce zero P&L impact. The 7 mistakes that doom them and the framework to avoid...
April 28, 2026
Creativity Crisis: Bigger Budgets, Less Impact (2026)
System1, IPA and Binet&Field prove it: creative quality is collapsing while budgets keep rising. Data, star rating tables and ROI...
April 21, 2026
Sell-In vs Sell-Out: The Gap That Breaks Forecasts
Sell-in vs sell-out: definitions, KPIs, bullwhip effect and 2026 playbook with NielsenIQ, Circana and McKinsey sources to master retail...
April 16, 2026Sell-In vs Sell-Out: The Gap That Breaks Forecasts
Sell-in vs sell-out: definitions, KPIs, bullwhip effect and 2026 playbook with NielsenIQ, Circana and McKinsey sources to master retail...
April 16, 2026
B2B Marketing 2026: 94% of Buyers Decide With ChatGPT
94% of B2B buyers use ChatGPT before contacting vendors. Forrester, Gartner, 6sense and Semrush data on the value of LLM referral traffic...
April 14, 2026
Best Advertising Campaigns 2026: 18 Examples That Actually Work
Best advertising campaigns 2024-2026: 18 examples with verified KPIs, recurring Cannes Lions patterns and a framework to replicate them on...
April 13, 2026
Influencer Marketing 2026: What the Science Really Says
Evidence-based analysis of influencer marketing in 2026: trust, ROI, incrementality and real KPIs per Nielsen, IMH, HypeAuditor and JAR...
April 9, 2026
Organic reach is dead: real 2026 numbers platform by platform
Facebook 2.2%, Instagram 9%, LinkedIn 4%, TikTok 5.7%: real Q1 2026 organic reach data platform by platform with sources from Hootsuite,...
April 7, 2026
First-Party Data 2026: Turning Privacy into Revenue
2026 guide to first-party data: what they are, why they drive 2.9x revenue growth (BCG/Google), how to build them after cookie deprecation....
April 2, 2026