OLV advertising, or online video advertising, is the practice of running video ads across digital platforms including YouTube, connected TV, social media, and programmatic networks. Done well, it builds brand awareness at scale while maintaining the targeting precision that TV never offered. Done poorly, it burns budget on pre-roll that gets skipped in three seconds…
Sales and customer retention are not separate disciplines that happen to share a customer. They are two parts of the same commercial equation, and when they operate in silos, both sides underperform. The sale creates the relationship. Retention determines whether that relationship was worth making in the first place. Most businesses treat them as sequential:…
Cross-channel marketing attribution is the process of assigning credit to the marketing touchpoints that contributed to a conversion, across every channel a customer interacted with before they bought. Done well, it tells you which channels are pulling their weight, which are coasting on credit they didn’t earn, and where your budget is quietly leaking. Done…
Pipeline forecasting is the process of estimating how much revenue a sales team will close within a given period, based on the deals currently in play and their likelihood of converting. Done well, it gives leadership a credible view of future revenue so they can make confident decisions about hiring, spend, and growth. Done badly,…
Amazon competitor analysis means mapping the competitive landscape on Amazon’s marketplace, identifying who is winning, why they are winning, and where the gaps exist that your brand can exploit. Done properly, it combines pricing intelligence, keyword data, review mining, and positioning analysis into a picture of the battlefield before you commit budget. Most brands do…
A market survey for a new product is a structured research method used to validate demand, understand buyer priorities, and reduce the commercial risk of a launch before significant budget is committed. Done well, it gives you a defensible view of whether a real market exists, who it serves, and what they will actually pay….
The cookieless future is not a single event that happens on a specific date. It is a structural shift in how digital advertising works, already underway, that will change how marketers identify audiences, measure campaigns, and justify budgets. The organisations that treat it as a technical problem to be solved by their data team will…
A product launch email is a targeted message sent to prospects or customers to announce a new product, feature, or offer, with the goal of driving immediate action. Done well, it compresses the consideration phase, creates urgency without manufacturing it, and converts attention into revenue faster than almost any other channel. Most launch emails fail…
Telecommunications market research covers the systematic study of customer behaviour, competitive positioning, pricing dynamics, and technology adoption across fixed-line, mobile, broadband, and enterprise connectivity markets. Done well, it tells you not just what customers think today, but where switching pressure is building and which segments are genuinely underserved. The challenge with telecoms research specifically is…
A VP of Customer Success is the executive accountable for ensuring customers achieve the outcomes they were promised, at a scale that makes the business commercially viable. The role sits at the intersection of revenue retention, product adoption, and long-term account growth, and it is one of the few leadership positions where failure shows up…
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