Chris Baldwin

Summary Multi-touch attribution and marketing mix modeling answer different questions, and using only one is why finance keeps discounting marketing's revenue claims

Summary Demographic segmentation strategies only work when each field (age, income, life stage, occupation, language) changes what you send, when you send it, or how you measure it

Summary Personalization backfires past clear thresholds: watch unsubscribe rates above 0.5% and recommendation click-through rates below 2% as early warning signs

Summary Anchor every test to a funnel-stage leak, product page, cart, or checkout, instead of testing button colors in isolation

Summary A content management system (CMS) creates, stores, manages, and delivers content across channels, not just your website

Summary Zero-party data marketing means acting on explicitly stated customer preferences the moment they are shared, not weeks after a campaign brief is written

Summary Agentic commerce AI-powered shopping experiences only work when the underlying customer data and orchestration layer is unified, not when a chatbot is bolted onto a fragmented stack

Summary Agentic commerce lets an artificial intelligence (AI) agent complete a purchase on a customer's behalf, not just recommend products or answer questions.

Summary Widget-attributed revenue overstates impact; a holdout test is the only reliable way to isolate real incremental lift

Summary The FCC's planned one-to-one consent rule for SMS marketing was canceled in 2025, so brands still need prior express written consent before sending promotional texts.