The model did not fail. You applied it in the wrong market
Last-click attribution misses how Africans really buy, overlooking WhatsApp, offline interactions, and community influence. African markets need measurement built for ...
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Tag: performance marketing
Why your social media strategy is failing…and it’s not what you think
Use data to shape content, not just measure performance Continuous optimisation drives stronger long-term social media results Platform-specific strategies outperform ...
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Ghost clicks, real advertising losses
Ghost click farms drain ad budgets through sophisticated fake clicks and fraudulent engagement signals. Modern ad fraud schemes such as ...
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Kwasukasukela: a media industry story gets real
Media industry consolidation is accelerating pressure on costs, efficiency and measurable outcomes Complexity is losing value as agencies and brands ...
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AI Overviews are rewriting the rules of search marketing
Google has steadily moved towards zero click searches over the past few years, with features such as instant answers and ...
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Brand is back
"Build it and they will come" — one of the most persistent, and flawed, beliefs in e-commerce. It’s a tempting ...
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