Marketing science & news

Media

How RTB advertising works: from a millisecond auction to a world without cookies

A complete guide to real-time bidding for beginners and pros: what RTB is, how an auction runs in 100 milliseconds, and what DSPs, SSPs and ad exchanges do.

Marketing science

What honestly annoys me about marketing (and what to do about it)

A personal, mildly venomous manifesto on what grates in marketing: benchmarking instead of differentiation, data as an alibi, AI that accelerates mediocrity.

GEO & AI

AI agents in marketing: what genuinely works in 2026

Agentic AI in marketing without the hype: what genuinely works (research, content, signals, reporting), why AI SDRs hit a wall, and what MCP means.

GEO & AI

What happened in AI over the past year, and what it means for marketers

Five AI events of 2025 to 2026 that change marketing: AI search (AI Overviews, ChatGPT, Perplexity), new models, autopilot in ad platforms, MCP and the AI Act.

Behavioural science

Behavioural science in marketing: between Kahneman and practice

System 1 and 2, anchoring, social proof, defaults and loss aversion in pricing and e-commerce, plus what survived the replication crisis.

Marketing science

Binet and Field: the 60/40 rule that outlived its critics

Why The Long and the Short of It remains the most cited work on marketing effectiveness: brand versus activation, and how to set the ratio yourself.

Brand building

What Cannes Lions agreed on this year

Cannes Lions 2026: fewer entries, stricter rules, a more mature debate about AI. Who took the Grands Prix (Anthropic, Apple TV, Suncorp, AXA).

GTM & Sales

Dark funnel: the decisive part of the buying journey attribution cannot see

What the dark funnel is: referrals, communities, podcasts and dark social. Why last-click attribution lies systematically, and how to measure it.

GEO

How to get into ChatGPT's answers: GEO for Czech companies

What GEO (generative engine optimization) is and how to get a company into the answers of ChatGPT, Perplexity and Google AI Overviews.

GTM

Go-to-market engineering: signals instead of an army of SDRs

What GTM engineering is: how to replace brute force in outbound with buying signals, data and automation.

Brand building

How brands are built: mental availability and distinctive brand assets

Ehrenberg-Bass in practice: mental availability, category entry points and distinctive brand assets, and how to audit them.

Media

How to plan media: reach, frequency and common sense

What media planning is: reach, frequency, affinity, CPT and share of voice, and when TV, radio, OOH, DOOH or print make sense.

Marketing science

Loop marketing: HubSpot buried the funnel. What comes next?

At INBOUND 2025 HubSpot declared the funnel dead and introduced Loop marketing: Express, Tailor, Amplify, Evolve. What it really says.

GTM & Sales

B2G marketing: how to build trust when the customer is the state

What B2G marketing is: how public sector buying works, tenders and procurement law, the role of references, thought leadership and public affairs.

Marketing science

What the latest marketing effectiveness studies say

A synthesis of the latest effectiveness research: Profit Ability 2, The Multiplier Effect (WARC, System1, Analytic Partners) and the 95:5 rule.

Marketing science

Why AIDA doesn't work, and what science says instead

People don't decide in funnels. What Ehrenberg-Bass says about mental and physical availability, why the 60/40 rule holds, and the 4 metrics that matter.

Media

RTB and programmatic media buying: a guide for advertisers

What RTB and programmatic are: DSP, SSP, ad exchange, PMP deals and programmatic DOOH. Brand safety, viewability and the ad-tech tax.

Marketing science

Marketing basics for those who approve the budgets

What marketing really is: 4P instead of promotion alone, penetration versus loyalty, four metrics for the board, and the costliest executive mistakes.

Marketing science

Marketing KPIs for CMOs: the metrics that measure growth (and the ones that are just noise)

Which metrics predict growth and which are theatre? Mental availability, ESOV, Share of Search, CAC payback and why NPS failed as a growth predictor. Sourced from Ehrenberg-Bass, Binet & Field and the LinkedIn B2B Institute.

Sales

Sales statistics 2026: what the data says about B2B selling

40+ sourced numbers and what to do with them: cold email at 3.43%, 84% miss quota, omnichannel +287%, AI 3.7x likelier to hit quota. Per Salesforce, HubSpot, Gartner and LinkedIn.

Real estate

How to market a real estate development project

Selling flats, leasing to an investor and placemaking a whole district are three different disciplines. Brokerage law, mandatory energy labels, and why building permits hit a 26-year low.

Law firms

How to market a law firm

What the Czech Bar's ethical code actually allows, why reviews now outweigh referrals, and how Chambers and Legal 500 really work.

Crypto

How to market a crypto project in 2026

MiCA, the CNB license, community over reach, and why "just airdrop it" fails. From programmatic to affiliate to the grey zone of paid ads.

Marketing science

The Multiplier Effect: why brand and performance don't add up, they multiply

A balanced mix lifts return by a median of 90%, pure performance cuts it by 40%. The missing 15%, the doom loop, pricing power and brand in AI search. Per WARC, Analytic Partners and Binet.

Marketing science

How to measure marketing after cookies: MMM, incrementality and the end of ROAS

Last-click attribution lies and ROAS is credit, not lift. MMM (Google Meridian, Meta Robyn), incrementality, first-party data and triangulation. What to actually deploy.

GTM & Sales

A CRM your team actually uses: how to choose, roll out and not kill it with spreadsheets

Why 50–70% of implementations fail on adoption, how to choose between HubSpot, Salesforce and Pipedrive, HubSpot and Breeze AI in depth. Per Gartner and Nucleus Research.

Media

What is media strategy: how to buy attention without burning your budget

Reach vs. frequency, the 60/40 split, three types of spend, attention as currency and the 95-5 rule. Per Binet, Ehrenberg-Bass, Nelson-Field and Hrivnak.

Media

The Czech media landscape: who is who and whom each medium reaches

A clear map: TV (Nova, Prima, ČT), digital (Seznam, Google, Meta), print (Mafra, CNC, Economia), radio and OOH. What each offers and whom you roughly reach.

Media

Retail media: the fastest-growing ad channel nobody in Czechia is writing about

E-shops became media houses. Why it is exploding, how it beats the cookieless mess, who builds it in Central Europe (Rohlík Ads, Alza, Košík, Notino) and the catch.

Sales

Sales methodologies without the bullshit: BANT, MEDDIC and friends

When to reach for BANT, MEDDIC, MEDDPICC, SPIN or Challenger, what the research says and the mistakes most teams make.

Creative

Creativity drives most of the result. So stop endlessly tuning channels.

Nielsen says creative is the biggest single driver of an ad's effect. Sometimes the fix isn't the channel, it's a better ad.

Go-to-market

Go-to-market strategy for the Czech Republic and Slovakia

A 15-year operator's playbook: market sizing, local e-commerce behaviour (Heureka, cash on delivery, pickup points), payments, VAT, localization and a 90-day roadmap.

Strategy

What is strategy, really? The ultimate guide for marketers and non-marketers alike

The most comprehensive guide: what strategy is and is not, the types of strategy, strategy vs plan vs tactic, hypotheses and research, frameworks and how to write one.

Creative

What an idea actually is (and why half the industry can't explain one)

An idea is not every thought. Types of ideas, where strategy ends and creative begins, and how to explain one in 25 words.

Marketing science

Why AIDA doesn't work, and what science says instead

People don't decide through funnels. Ehrenberg-Bass, mental availability and the 4 metrics that predict growth. (Czech)

GTM

Go-to-market engineering: signals over SDR armies

95% of your market isn't buying right now. How to watch the 5% that is. (Czech)

GEO

How to get cited by ChatGPT: GEO for Czech companies

We audited 16 Czech agency websites. Not one is optimised for AI search. (Czech)