// Writing Essays, guides & field notes
From the blog
Marketing Mix Modeling Is Back: Build an MMM That Actually Works in the Post-Cookie Era
Attribution broke in the post-cookie era. This guide shows you how to build a Marketing Mix Model that actually drives budget decisions — covering data requirements, common failures, the Meta Robyn vs. Google Meridian tool landscape, and how to operationalize model outputs into real budget shifts.
Marketing Attribution Models in 2026: Why Last-Click Is Dead and What Replaces It
Last-click attribution isn't just flawed—it's actively harming your budget decisions. This guide explains why no single model solves attribution in 2026 and shows how to build a layered stack using MMM, MTA, and incrementality testing.
Predictive Lead Scoring With AI: Stop Guessing Which Leads Will Close
Your hand-built lead score is a guess dressed up as data. This guide shows RevOps teams how predictive lead scoring with AI learns from actual won/lost deals — and which features actually predict close.
AI Email Personalization Beyond Hi First Name: Real 1:1 Personalization at Scale
True 1:1 email personalization is a data engineering problem, not a copywriting trick. Here's how to build real personalization pipelines from warehouse to ESP using LLMs.
SEO Isn't Dead: How to Rank in the Age of AI Search in 2026
SEO isn't dead — it's just playing by new rules. A practical playbook for ranking in Google AI Overviews, ChatGPT Search, Perplexity, and the zero-click reality of 2026.