Author: Matthias Stepancich

Reading Time: 4 minutesAI Is Making Intellectual Property’s Flaws Impossible to Ignore About a decade ago I read a book called Against Intellectual Monopoly by Michele Boldrin and David K. Levine – published in 2008, well before anyone typed a prompt into ChatGPT. In the book, Boldrin & Levine used clear data and history to show that, while…

Reading Time: 2 minutesWhile many C-level executives rush to position themselves as AI thought leaders on public forums, the reality is that their organizations are probably far behind the curve when it comes to integrating automation.

Reading Time: < 1 minuteMicro-influencer Marketing Is Not a Fad It seems fees for micro-influencers (10k-100k followers range) have jumped 20-30% since late 2024. One brand strategist I connect with shared they’re now paying $500 for a single post that cost $400 just last quarter: a clean 25% increase. Why the surge? Demand. Brands are chasing high engagement rates….

Reading Time: 2 minutesHigh-performing growth teams operate as a unified ecosystem, where Marketing, Finance, and Data Science collectively share responsibility for marketing optimization.

Reading Time: < 1 minuteThe Real Cost of Ignoring Incremental ROI Sometimes a campaign looks like it’s delivering incredible results… until you factor in the people who were already primed to purchase. If you only measure raw sales, you risk falling for a false positive. The real insight comes from pinpointing the net-new purchases that your campaign actually generates….

Reading Time: < 1 minuteThere are at least three key rules to follow for intelligently allocating marketing budget between branding and performance.

Reading Time: < 1 minuteBrand Departments: It’s Time to Become Profit Centers Many organizations still focus on broad awareness metrics like recall or sentiment, without linking those numbers to actual revenue. This underestimates brand’s real impact on growth. While brand recognition fuels long-term viability, today’s market demands proof that brand-driven initiatives lead to tangible financial returns. Make Brand a…

Reading Time: 2 minutesFrom ‘Data-Driven Marketing’ to ‘Value-Driven Marketing’ Data-driven marketing is over 100 years old.While Lester Wunderman (often called the father of direct marketing) coined the term in the 1960s, Claude C. Hopkins had already outlined various core data-driven principles in his 1923 classic, Scientific Advertising. Over time, the performance-focused mindset gained even more momentum, leading to…