Thinking clearly about digital marketing

We write about what works across Western and Chinese platforms. Strategy, execution, measurement, and the thinking that connects them.

Read Subscribe

Writing

What moves the needle

Essays on strategy, platforms, and the work that actually works.

All posts

Strategy 7 min read

How to build a marketing strategy that aligns teams, platforms, and measurement across Western and Chinese ecosystems.

Strategy 7 min read

AI search is reshaping how brands think about visibility and discoverability.

Execution 6 min read

The mechanics differ. The measurement discipline doesn't. Here's what we've learned.

Measurement 5 min read

Most attribution models lie. Here's how to build one that doesn't.

Writing

Browse by topic or read everything we've published.

Explore the rest of our latest thinking.

Measurement 5 min read

Most attribution models lie. Here's how to build one that doesn't.

Platforms 8 min read

The platforms look similar. The audiences, algorithms, and opportunities are not.

Strategy 9 min read

You can't optimize what you can't measure. Here's how to work with what you have.

View all