Marketing Architecture

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omnichannel

Protecting your brand’s equity in an age of AI
Every $1 cut to your marketing budget can cost almost $2 to replace
 • Peter Kulupka
The AEO Team Can't Fix a Locked Door
A majority of chief marketing officers have set up dedicated teams for getting named by AI systems
 • Peter Kulupka
No-Click Discovery and the Consumer Journey
CMOs say AI-moderated no-click discovery is reshaping the marketing funnel
 • Peter Kulupka
Commerce Media Beyond Retail: The $63 Billion Performance Channel
US commerce media reached $63.4 billion in 2025, and it is growing rapidly beyond the Retail sector.
 • Peter Kulupka
Demand Squads: The Operating-Model Upgrade Hiding in Plain Sight
Assigning clear ownership for marketing, sales, and customer success targets.
 • Peter Kulupka
Do More With Less: Smarter Marketing Spending in a Turbulent Economy
The go-to move in a tight year is a percentage off the top. The money you can actually free up without paying for it later sits in a part of the budget…
 • Peter Kulupka
Releasing the 15–20%: A Marketing ROI Reset
McKinsey's estimate that 15% to 20% of marketing spend can be released has outlived the measurement environment that produced it.
 • Peter Kulupka
Marketing's Blind Spot: Why CMOs Rank ROI Measurement Last
Measurement came last in what CMOs said they would fund. The problem is not that the numbers are wrong. It is that they cover the wrong things.
 • Peter Kulupka
The Journey Maps Are Beautiful. The Budget Is Still Getting Cut.
Customer-experience leaders that design their programs backward are growing revenue more than twice as fast as the companies falling behind.
 • Peter Kulupka
The Six-Week Pilot That Funds the Next Five
A successful personalized offers strategy can return as much as three times more than mass promotions do.
 • Peter Kulupka
Next-Best-Action Is Dead. Long Live Next-Best-Experience.
Next-best-action engines optimize what a brand wants their customer to do. Next-best-experience repositions decisioning for what the customer needs from…
 • Peter Kulupka
The Personalization Gap Is Already Costing You Revenue
Winning on personalization is about delivering against consumer needs, not having the best martech capabilities.
 • Peter Kulupka
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