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Working martech recipes, filtered by readiness, outcome, vertical, time to value, and (behind more filters) KPI, stack archetype, and regulatory context. 78 recipes in the cookbook today.
Pick an attribution model, lock it, document why, and reconcile its outputs against incrementality, so the channel report becomes one rule the team can defend rather than a debate per meeting
Stop bidding against yourself for the same person across Meta, Google, TikTok, and the rest, by maintaining a single live audience exclusion the platforms read
Push first-party signals (predicted value, churn flag, recent conversion) to ad platforms as bid modifiers so the platforms stop paying premium for impressions that will not convert