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Notes on marketing, analytics and managed growth for service businesses.
86.4% of marketers use AI. The competitive edge has shifted — it's no longer about whether you use AI, but how well you use it. A breakdown of HubSpot's State of Marketing 2026 for a service business.
Half of all Google searches now contain an AI overview. Users get answers from ChatGPT, Perplexity, and Gemini before they click. How to land in those answers — a practical guide for a service business.
Google released Meridian, a free open-source MMM. What it means, who can use it now, and why it's still too early for a mid-sized service business in Kazakhstan — but why you should start preparing now.
Some leads never reach your ad dashboards — and that's a structural feature of modern measurement, not a setup problem. We break down what eats the data and what minimum defense a service business actually needs.
Ad platforms and your CRM confidently show where each lead came from. Drawing on the IAB's work, we break down why you can't trust that picture when allocating budget — and what a service business should do instead.