Insights on MarTech, Measurement & Revenue Infrastructure
Structured perspectives on enterprise digital architecture, performance measurement, and monetization strategy.
Why Most MarTech Transformations Underperform — And It’s Not the Technology
Enterprise MarTech programs rarely fail due to insufficient tooling. They underperform when strategy, measurement, and governance are misaligned. Infrastructure amplifies structure — it does not replace it.
Marketing Mix Modelling Is Not a Reporting Tool — It Is a Capital Allocation Framework
MMM is often treated as an analytics upgrade. In reality, it is an executive decision system for capital allocation. Without governance and operational readiness, even sophisticated models become decorative.
Monetization Initiatives Fail When Infrastructure Follows Ambition
New revenue streams generate momentum. Sustainable monetization requires structured governance, measurement alignment, and commercial discipline. Ambition creates opportunity — infrastructure determines durability.
