A campaign goes viral for the wrong reason. Ad costs double while conversion rates halve. Marketing strategy is about attribution, channel economics, and brand safety. Write about building a measurement framework that survives iOS privacy changes, or how to allocate budget between brand and performance when you can’t track either perfectly. Share creative testing methods that reduce opinion‑driven decisions, or retargeting frequency caps that prevent annoyance. Discuss the economics of influencer marketing (real ROI, not reach), or how to handle a PR crisis when you’re at fault. Real examples: the DTC brand that turned off Facebook ads and grew via email, the agency that lost a client over a misunderstanding about attribution windows, how one CMO navigated a boycott without panic. No vanity metrics – just CAC, LTV, and the understanding that most ads are ignored.
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