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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
Lower acquisition cost by feeding the bidding algorithms better conversions, deduplicated, consent-valid, and weighted by value, rather than just more of them
Pick the cheapest channel that achieves the outcome (owned email before owned push before paid social) rather than firing every channel by default, and reserve the expensive channels for the moments they earn