Insights
Practical answers for marketing leaders.
Guidance on marketing technology, measurement, websites and search, written by practitioners and useful whether or not you ever hire us.
What does a marketing technology consultant do?
A plain description of the job and the documents it should leave behind, plus a few ways to spot a reseller dressed up as a consultant.
Read the article- A MarTech consultant fixes and connects the tools, data and processes behind your marketing so the numbers hold up and your team can run it.
- You should end up with documents you keep: an audit, a target architecture, a measurement plan, integration specs and governance rules.
- Start with a scoped audit. A good engagement ends with your team running the system on its own.
Website redesign vs. optimization: how to decide
If the platform or the site structure is what's holding you back, a rebuild is probably justified. If a handful of pages are underperforming, fix those pages. This article helps you work out which situation you're in before the budget is committed, and how to keep your search traffic if you do rebuild.
Read the articleMarTech consultancy vs. marketing agency: which do you need?
Agencies and MarTech consultancies solve different problems. Work out which problem you actually have before you hire anyone.
Read the articleHow to measure digital marketing performance (a framework for leadership teams)
A leadership team needs a handful of metrics tied to business objectives, someone accountable for the data behind each one, and a realistic sense of what attribution can and can't prove. Forty KPIs on a slide won't do that job.
Read the articleHow to choose a MarTech stack (without buying tools you won't use)
Most stacks grow one urgent purchase at a time. A better way starts with the work your team has to do and the data that needs to move, and treats every vendor as a candidate until it earns its place.
Read the articleHow much does MarTech consulting cost? What drives the price
Nobody can give you an honest single number. What we can give you is the list of things that set the price, and you control more of them than you'd expect.
Read the articleGA4 and Google Tag Manager implementation best practices
When GA4 numbers can't be trusted, the tool is rarely the cause. The usual culprits are a missing measurement plan, event names that drifted and a tag container nobody owns. This guide covers the setup that gets numbers through a leadership meeting intact.
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