Notes
Notes.
Long-form thinking on AI, measurement and the marketing technology stack.
10 October 2026 · 6 min
Most NZ brands don't need a CDP yet. Fix these four things first.
A customer data platform amplifies whatever data you feed it. Here are the four foundations to fix first, and the signs you're ready for a CDP.
10 October 2026 · 6 min
MMM vs attribution: what marketing mix modelling tells you that last-click never will
Attribution shows which touchpoint was nearest a sale. Marketing mix modelling estimates what actually caused it. What MMM tells you, what it doesn't, and what to ask before you trust one.
10 October 2026 · 5 min
Your AI personalisation is only as good as your customer data
Generative AI makes personalisation at scale possible, but only if the customer data underneath is unified, accurate and governed. What customer data infrastructure needs to look like.