Part I: Introduction to Ethical Frameworks “Even if you know nothing about digital marketing analytics, digital marketing analytics knows plenty about you.” When I started my book, Digital Marketing Analytics: In Theory and in Practice, with that line in 2020, the silent and invisible harvesting of consumer data was already reaching unprecedented levels. At the […]

Last week, in Part 3 of this series, we mapped out the four distinct customer types inside our behavioral segmentation matrix. We showed that this 2×2 framework is incredibly flexible—you can build it using sales speed, profit margins, digital clicks, or any relevant metric that offers insight into your customers’ behaviors. In our sales pipeline […]

Last week, in Part 1 of this segmentation series, we established that traditional market segmentation relies too heavily on static demographic and firmographic data. This reliance creates rigid strategies that leave businesses out of touch with true (and constantly shifting) consumer preferences. We concluded by advocating for a flexible 2×2 matrix built on active behavioral […]

Earlier this week, I shared a quick post on LinkedIn about a new book by my friend Nicolas Darveau-Garneau called Be a Sequoia, Not a Bonsai. The post picked up a lot of attention, but social media only lets you scratch the surface of deep business strategies. I wanted to use this newsletter to go much […]

In our previous analyses of the 1,000 LinkedIn entry-level job postings dataset, we established the technical floor required for modern roles and identified high-opportunity, low-competition niche markets like logistics, manufacturing, and agriculture where candidates face fewer applicants per role. However, discovering the right market is entirely useless if your application materials look like every other […]