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Category: Strategy

Last Click Addiction: How We Fucked Up Marketing

Let’s start here:We fucked up. Not just us. The entire performance marketing industry. We let ad platforms define success. We optimized conversions, not the P&L.  We built media plans on flawed data, patted ourselves on the back, and called it performance. And it worked. Until it didn’t. The Setup: Performance Marketing’s Dirty Secret On paper,… Continue reading Last Click Addiction: How We Fucked Up Marketing

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There’s War in Your C Suite, And Growth Is The Casualty

The CEO wants growth.  The CFO wants proof. The CMO wants credit.  What do they get instead?Confusion, conflicting dashboards, and a standing meeting that feels more like group therapy. Sound familiar?Welcome to the marketing mess at mid-sized companies. Measurement Theater Let’s stop pretending. You’re measuring marketing the wrong way, and you know it. It’s not… Continue reading There’s War in Your C Suite, And Growth Is The Casualty

How a Google URL Parameter Wiped out $3B in Reddit’s Valuation, and What Marketers Should Learn From It

On October 1st, Reddit’s stock price dropped sharply. The spark? An obscure change in Google’s search plumbing. RBC Capital flagged that Google’s deprecation of the &num=100 parameter coincided with a sudden collapse in ChatGPT’s citations of Reddit content, spooking investors and raising concerns about Reddit’s visibility in the AI era. This isn’t just a Reddit… Continue reading How a Google URL Parameter Wiped out $3B in Reddit’s Valuation, and What Marketers Should Learn From It