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Playbooks and field notes on paid media, data, AI innovation, lifecycle, and the web we build.
The Roles and Skills an Agentic Marketing Operations Team Needs
The five human roles an agentic marketing operation needs, the skills behind each, a team structure by company size, and when to reskill current staff or hire.
ComparisonsGoogle Meridian vs Meta Robyn for Marketing Mix Modeling
Google Meridian vs Meta Robyn compared on language, estimation, geo data, reach and frequency, calibration, optimizer and license, with a pick by team and data shape.
ComparisonsWhich Email Platforms Optimize Send Time for Each Recipient
We read eight vendors' documentation and sorted each send-time feature: per-recipient model, list-level time or time-zone rule, with inputs, windows and plans.
EcommerceWhich Schema.org Markup AI Shopping Agents Rely On Most
Which schema.org Product, Offer, shipping, return and identifier properties Google and Bing document for product pages, and which feed fields OpenAI requires.
Facebook AdsHow to Exclude Existing Customers From Meta Advantage+ Campaigns
How to exclude existing customers from an Advantage plus shopping campaign now that new campaigns lack the customer budget cap: ad set exclusions, list hygiene and a reporting check.
AI & MLWhat Google Says About AI-Written Content and Scaled Content Abuse
What Google's spam policies, people-first guidance and generative AI guide say about AI-written pages, what changed in 2026, and a test to run before publishing a batch.
MarTechHow Klaviyo Smart Send Time Works and What to Use in Flows
Klaviyo Smart Send Time is a campaign experiment that finds one send hour. See what the help center says about flows, plus a delay and Smart Sending setup to copy.
GuidesHow Brands Can Update Wikipedia Within Conflict of Interest Rules
How to accurately update brand information on Wikipedia without violating conflict of interest rules: disclosure, talk-page edit requests, sourcing and notability.
DataHow to Calibrate a Marketing Mix Model With Geo Lift Test Results
One geo lift readout worked through Google Meridian and Meta Robyn: the ROI prior, the calibration row, and how to match KPI, channel scope and time window.
EcommerceChatGPT Shopping Merchant Requirements, Route by Route
ChatGPT shopping merchant requirements by route: crawler access, Shopify, Etsy and direct feeds, plus where Instant Checkout stands in OpenAI's own documentation.
AI & MLWhat the EU AI Act, FTC and NIST Expect From Marketing Agent Logs
Which record keeping rules bind a marketing AI agent and which are voluntary: EU AI Act Articles 12, 19 and 26, FTC substantiation and call rules, and the NIST AI RMF.
Google AdsHow to Apply Negative Keywords and Brand Exclusions in Performance Max and AI Max
How to apply negative keywords in Performance Max and AI Max: where campaign, account and list negatives and brand lists work, Google's limits, and how to verify.
DataHow to Run a Geo Test on AI Campaigns Without Pausing Spend
How to run geo testing without pausing revenue: use a heavy-up test on Performance Max, Advantage+ or Smart Bidding, size the added spend and read marginal iROAS.
AI & MLThe Identity and Data Hygiene Audit to Run Before Agents Personalize Anything
Duplicate contacts, stale consent, unmerged accounts and bad firmographics break agentic personalization. A pre-rollout audit, go or no-go gates and a fix order.
EcommercePerplexity Buy with Pro Merchant Requirements and How to Join
Perplexity Buy with Pro merchant requirements from the vendors' own pages: the Merchant Program form, PayPal Store Sync eligibility, Shopify's role and fees.
AI & MLHow to Split a Content Budget Between SEO and AI Answer Visibility
A method for AI search visibility vs traditional SEO budget allocation: size the demand resolving inside answers, split the contested dollars, set review triggers.
AI & MLWhat a Marketing AI Agent Costs Per Contact, and When It Beats Manual Work
A working cost formula for AI marketing agents: tokens, retries, enrichment calls, platform credits and review minutes, with 1k, 10k and 100k contact break-evens.
AI & MLWhich Agentic AI Use Cases in B2B Marketing Have Real Production Evidence
A sourced read on agentic AI in B2B marketing: which use cases run in production, which are pilots or demos, and how much lead qualification ROI evidence exists.
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