Theory
18 posts in this category · all posts
How will AI impact the marketing job market in the next 10 years?
I recently came across an article with a startling prediction: by the year 2045, AI will have made the majority of the human workforce redundant. You can of course,...
5 ways to sleep better as a Marketing Technology leader
We’ve arrived in the early days of 2026 and like gyms all around the world, Fitness Unlimited in Pankow (my local gym) is packed with New Year’s Resolutioners...
Design for your audience: why a single Marketing analytics dashboard will never fulfil all your needs
Modern marketing cannot survive without data. Of course, the concept of ‘accurate’ marketing measurement has taken a bashing over the last 8-9 years or so....
The challenge of accuracy in fast-moving environments: keeping your content fresh
In contrast to the often glacial pace of product development at large enterprises, startups and scale-ups roll out changes faster than you can say “prototype”. The...
Creating a marketing attribution data source: the challenges and solutions
In the previous post, I went over some of the theory in combining user-level and aggregated information into a marketing attribution data source. In this post, I’ll...
Mobile marketing attribution: combining user-level and aggregated data
Does Google Display or Tiktok generate the most installs? Which campaign should I allocate my budget to? Should I just give up on paid marketing and rely on organic?...
How to set up a continuous testing culture in your marketing team
The majority of marketing teams like to think of themselves as ‘data driven’ – that is, using the data they collect to plan their roadmap, improve copy & creatives,...
How to survive as a marketer with limited engineering resources
Have you ever struggled to fulfil your marketing objectives due to limited support from your Engineering team? I’m willing to bet every Marketer has had some...
One day in the life of a marketing technologist
In a homage to my favourite ever book, One Day in the Life of Ivan Denisovich by Aleksandr Solzhenitsyn, I’ve jotted down the mundane activities, thoughts and...
What is an event (in the context of marketing attribution and tracking)?
Seeing as I will be referring to events, event tracking and attribution quite a lot in some upcoming posts, I thought it would be rather fun (not to mention useful)...
4 ways to make a single download link for both your Android and iOS apps
App installs are one of the key success indicators for any company with a mobile presence. And for good reason! Getting users onto your mobile app yields a whole...
Top tip: keep an incident log
Let’s start with an (obvious) statement: technical problems happen in our marketing teams from time to time. (Effective monitoring of your key processes is super...
How to build a Marketing Technology team
In the previous post, I highlighted some reasons as to why having dedicated marketing technology people is increasingly important for a well-functioning marketing...
Why is a Marketing technology team important?
Digital Marketing is becoming increasingly technically complex. There are a huge array of tools available giving many options for acquisition, retention, tracking...
The importance of marketing automation
It’s one of the industry’s favourite buzz-phrases. Marketing Automation is a convenient umbrella term describing tools and processes that reduce the need for manual...
In-app messages, gamification and boosting promocode redemptions
In-app messages. Alongside push notifications and emails, these ‘app’ versions of website popup windows are one of the main channels in the Retention Marketer’s...
Cookies and user consent
Every digital marketer will be aware of the increasing limitations on cookies due to recent legal developments in the EU and in other jurisdictions around the world....
What does a marketing technology specialist do?
The above question is something I’m often asked (including, on several occasions, by my parents): what is Marketing Technology and what does my job actually involve?...
