Matthias
@steptb.bsky.social
“Think lightly of yourself and deeply of the world.” - Miyamoto Musashi
https://www.steptb.com
https://www.steptb.com
Pinned
Matthias
@steptb.bsky.social
· Mar 21
The Modern Growth Team Paradigm
The modern, high-performing growth team operates as a unified ecosystem, where Marketing, Finance, and Data Science collectively share responsibility for marketing optimization.
www.steptb.com
Marketing can't be successful if Finance sees it as a cost center, and Data Science can't prove its value unless Marketing embraces the insights.
www.steptb.com/the-modern-g...
#MarketingStrategy #Growth #GrowthTeams #CMO #CFO #Leadership #Marketing #DataScience
www.steptb.com/the-modern-g...
#MarketingStrategy #Growth #GrowthTeams #CMO #CFO #Leadership #Marketing #DataScience
Want an actual AI SEO hack (rather than a regular SEO tactic from 2015 rebranded)?
You might need to start thinking about the trade-off between UX enhancements and LLM readability.
You might need to start thinking about the trade-off between UX enhancements and LLM readability.
December 12, 2025 at 4:11 PM
Want an actual AI SEO hack (rather than a regular SEO tactic from 2015 rebranded)?
You might need to start thinking about the trade-off between UX enhancements and LLM readability.
You might need to start thinking about the trade-off between UX enhancements and LLM readability.
Top 4 reasons #marketing programs fail:
- Optimizing for the wrong metrics
- Chasing the wrong clicks
- Hiding the truth behind blended dashboards
- Not measuring incrementality
- Optimizing for the wrong metrics
- Chasing the wrong clicks
- Hiding the truth behind blended dashboards
- Not measuring incrementality
December 10, 2025 at 10:31 AM
Top 4 reasons #marketing programs fail:
- Optimizing for the wrong metrics
- Chasing the wrong clicks
- Hiding the truth behind blended dashboards
- Not measuring incrementality
- Optimizing for the wrong metrics
- Chasing the wrong clicks
- Hiding the truth behind blended dashboards
- Not measuring incrementality
One of the most common mistakes I've seen in startup marketing in 2025 is testing CRO variants on general SEO pages rather than focusing on high-intent PPC traffic tests. Informational searches are being eaten by AI - that playbook is dead.
December 9, 2025 at 11:02 PM
One of the most common mistakes I've seen in startup marketing in 2025 is testing CRO variants on general SEO pages rather than focusing on high-intent PPC traffic tests. Informational searches are being eaten by AI - that playbook is dead.
The old and wise adage "Judge people by how they treat waiters" needs to be updated adding "and LLMs".
December 9, 2025 at 1:05 PM
The old and wise adage "Judge people by how they treat waiters" needs to be updated adding "and LLMs".
Data from @similarwebinsights.bsky.social also shows that LLMs are having a complementary (not substitutionary) effect on Google, just as @semrushofficial.bsky.social tests showed months ago.
December 8, 2025 at 10:26 AM
Data from @similarwebinsights.bsky.social also shows that LLMs are having a complementary (not substitutionary) effect on Google, just as @semrushofficial.bsky.social tests showed months ago.
Netflix's WB & HBO announced acquisition would just exacerbate decades of oligopolistic media consolidation.
Quality in the 1990s was higher because of mid-budget productions that thrived on creative risks, longer theatrical windows, and a fragmented studio landscape (50+ players).
Quality in the 1990s was higher because of mid-budget productions that thrived on creative risks, longer theatrical windows, and a fragmented studio landscape (50+ players).
December 8, 2025 at 10:19 AM
Netflix's WB & HBO announced acquisition would just exacerbate decades of oligopolistic media consolidation.
Quality in the 1990s was higher because of mid-budget productions that thrived on creative risks, longer theatrical windows, and a fragmented studio landscape (50+ players).
Quality in the 1990s was higher because of mid-budget productions that thrived on creative risks, longer theatrical windows, and a fragmented studio landscape (50+ players).
Sooner or later, no matter the area, you'll inevitably end up trading complexity for very small incremental returns.
December 2, 2025 at 7:51 PM
Sooner or later, no matter the area, you'll inevitably end up trading complexity for very small incremental returns.
Hell is the place where everything is urgent and nothing is important.
December 2, 2025 at 7:51 PM
Hell is the place where everything is urgent and nothing is important.
People keep quoting headline numbers like "400B of AI infra in 2025, >500B in 2026" without tying them to cash flow coverage.
For the 5 flagship hyperscalers, current AI-linked capex is 70% of operating cash flow.
If the current investment trajectory continues, it will hit 90%.
For the 5 flagship hyperscalers, current AI-linked capex is 70% of operating cash flow.
If the current investment trajectory continues, it will hit 90%.
December 1, 2025 at 3:14 PM
People keep quoting headline numbers like "400B of AI infra in 2025, >500B in 2026" without tying them to cash flow coverage.
For the 5 flagship hyperscalers, current AI-linked capex is 70% of operating cash flow.
If the current investment trajectory continues, it will hit 90%.
For the 5 flagship hyperscalers, current AI-linked capex is 70% of operating cash flow.
If the current investment trajectory continues, it will hit 90%.
I find it shocking that so few urban planners are familiar with Jane Jacobs, James Scott, and Christopher Alexander, understand emergence and complex systems, and have informed opinions about why modern urbanism fails.
December 1, 2025 at 3:14 PM
I find it shocking that so few urban planners are familiar with Jane Jacobs, James Scott, and Christopher Alexander, understand emergence and complex systems, and have informed opinions about why modern urbanism fails.
When it comes to reading Economics, I've learned to just skip anything with "rational expectations" in the title.
December 1, 2025 at 3:14 PM
When it comes to reading Economics, I've learned to just skip anything with "rational expectations" in the title.
Reposted by Matthias
Your MMM can be the most advanced model ever built.
But if it doesn't connect to driving business value?
"It's just another piece of tech that a brand has bought"
BCG Partner Neal Rich on the missing link in marketing measurement 👇
But if it doesn't connect to driving business value?
"It's just another piece of tech that a brand has bought"
BCG Partner Neal Rich on the missing link in marketing measurement 👇
December 1, 2025 at 3:08 PM
Your MMM can be the most advanced model ever built.
But if it doesn't connect to driving business value?
"It's just another piece of tech that a brand has bought"
BCG Partner Neal Rich on the missing link in marketing measurement 👇
But if it doesn't connect to driving business value?
"It's just another piece of tech that a brand has bought"
BCG Partner Neal Rich on the missing link in marketing measurement 👇
If you think US = free market leader & Europe = over-regulated and anti-market, can you explain why, in AV tech, US de facto blocked firms like Baidu & PonyAI from competing with Waymo/Tesla, while the same firms are launching trials/partnerships in Switzerland, Germany, UK?
November 18, 2025 at 9:09 AM
If you think US = free market leader & Europe = over-regulated and anti-market, can you explain why, in AV tech, US de facto blocked firms like Baidu & PonyAI from competing with Waymo/Tesla, while the same firms are launching trials/partnerships in Switzerland, Germany, UK?
IMF expects AI to add roughly 0.5 percentage points to annual global growth between 2025 and 2030.
Working-age population reduction due to lower birth rates in OECD countries is expected to slow per-capita income growth by 0.6 percentage points annually in the same window.
Working-age population reduction due to lower birth rates in OECD countries is expected to slow per-capita income growth by 0.6 percentage points annually in the same window.
November 18, 2025 at 8:52 AM
IMF expects AI to add roughly 0.5 percentage points to annual global growth between 2025 and 2030.
Working-age population reduction due to lower birth rates in OECD countries is expected to slow per-capita income growth by 0.6 percentage points annually in the same window.
Working-age population reduction due to lower birth rates in OECD countries is expected to slow per-capita income growth by 0.6 percentage points annually in the same window.
"The data emphasize that countries with high fertility rates, above five children per woman, face a 75% likelihood of experiencing conflict. In contrast, countries with fertility rates below two exhibit less than an 8% probability of conflict."
papers.ssrn.com/sol3/papers....
papers.ssrn.com/sol3/papers....
The Vicious Cycle between Demography and War
This paper highlights a vicious circle between demography and war. Countries face the choice between two possible equilibria. The first equilibrium is character
papers.ssrn.com
November 18, 2025 at 8:51 AM
"The data emphasize that countries with high fertility rates, above five children per woman, face a 75% likelihood of experiencing conflict. In contrast, countries with fertility rates below two exhibit less than an 8% probability of conflict."
papers.ssrn.com/sol3/papers....
papers.ssrn.com/sol3/papers....
Ad platform attribution is structurally flawed.
At @bluealphalabs.bsky.social, across 40+ brands we see attribution overstate results by a median 25%.
Our platform reveals true cause & effect, giving you weekly, campaign-level next steps to increase incremental sales.
bluealpha.ai/case-studies/
At @bluealphalabs.bsky.social, across 40+ brands we see attribution overstate results by a median 25%.
Our platform reveals true cause & effect, giving you weekly, campaign-level next steps to increase incremental sales.
bluealpha.ai/case-studies/
Case Studies | BlueAlpha
Discover how leading brands use BlueAlpha to optimize marketing performance. Real-world examples of incrementality testing, MMM implementation, and marketing optimization.
bluealpha.ai
November 13, 2025 at 9:30 PM
Ad platform attribution is structurally flawed.
At @bluealphalabs.bsky.social, across 40+ brands we see attribution overstate results by a median 25%.
Our platform reveals true cause & effect, giving you weekly, campaign-level next steps to increase incremental sales.
bluealpha.ai/case-studies/
At @bluealphalabs.bsky.social, across 40+ brands we see attribution overstate results by a median 25%.
Our platform reveals true cause & effect, giving you weekly, campaign-level next steps to increase incremental sales.
bluealpha.ai/case-studies/
New research from @ahrefs.bsky.social
AIOs are stealing non-branded, informational, long queries.
Creating this type of content to capture long-tail searches is becoming increasingly pointless.
#SEO #ContentMarketing
ahrefs.com/blog/ai-over...
AIOs are stealing non-branded, informational, long queries.
Creating this type of content to capture long-tail searches is becoming increasingly pointless.
#SEO #ContentMarketing
ahrefs.com/blog/ai-over...
What Triggers AI Overviews? 86 Factors and 146 Million SERPs Analyzed
We analyzed 146 million SERPs to see how often AI Overviews appeared for 86 different keyword traits, from YMYL to CPC to query length.
ahrefs.com
November 11, 2025 at 4:35 PM
New research from @ahrefs.bsky.social
AIOs are stealing non-branded, informational, long queries.
Creating this type of content to capture long-tail searches is becoming increasingly pointless.
#SEO #ContentMarketing
ahrefs.com/blog/ai-over...
AIOs are stealing non-branded, informational, long queries.
Creating this type of content to capture long-tail searches is becoming increasingly pointless.
#SEO #ContentMarketing
ahrefs.com/blog/ai-over...
The problem with slapping efficiency metrics on public services is that the state is not there to manage normal times when nothing happens, but to be our lifeline in case of emergency. Why should targets that are average guesstimates from calm days be meaningful?
November 9, 2025 at 3:57 PM
The problem with slapping efficiency metrics on public services is that the state is not there to manage normal times when nothing happens, but to be our lifeline in case of emergency. Why should targets that are average guesstimates from calm days be meaningful?
Apple is finalizing a deal to pay Google about $1B a year to integrate its 1.2 trillion-parameter Gemini AI model into Siri, as per Bloomberg. The upgraded Siri is expected to launch in 2026.
But remember kids, "Google is dead".
But remember kids, "Google is dead".
November 7, 2025 at 7:54 AM
Apple is finalizing a deal to pay Google about $1B a year to integrate its 1.2 trillion-parameter Gemini AI model into Siri, as per Bloomberg. The upgraded Siri is expected to launch in 2026.
But remember kids, "Google is dead".
But remember kids, "Google is dead".
Paying a lot of money for a sponsored article on WSJ just to associate your brand with generic slop. Not even having the decency to fix the "in today's evolving landscape". So cringe.
November 7, 2025 at 7:53 AM
Paying a lot of money for a sponsored article on WSJ just to associate your brand with generic slop. Not even having the decency to fix the "in today's evolving landscape". So cringe.
We're on a trajectory to radically substitute human decision-making with algorithmic processes, and at the same time there's a resurgence in paranormal belief and supernatural causation.
www.wsj.com/podcasts/the...
www.wsj.com/podcasts/the...
The Witch Economy Is Booming - The Journal. - WSJ Podcasts
The Etsy witch trend has taken witchcraft into the mainstream. These online witches are making their magical services available to anyone willing to pay for them. Want a job? Or a boyfriend? There’s a...
www.wsj.com
November 7, 2025 at 7:52 AM
We're on a trajectory to radically substitute human decision-making with algorithmic processes, and at the same time there's a resurgence in paranormal belief and supernatural causation.
www.wsj.com/podcasts/the...
www.wsj.com/podcasts/the...
Reposted by Matthias
Is your marketing measurement stuck in a slide deck?
How do you get your CFO to believe in it?
We sat down with Neal Rich, Partner and Director of Marketing at BCG, to discuss the three biggest challenges in marketing measurement.
youtu.be/-SwkebMhDaU
How do you get your CFO to believe in it?
We sat down with Neal Rich, Partner and Director of Marketing at BCG, to discuss the three biggest challenges in marketing measurement.
youtu.be/-SwkebMhDaU
Stop Grading Your Own Homework: BCG Partner's Framework for Marketing ROI
YouTube video by BlueAlpha
youtu.be
October 27, 2025 at 6:50 PM
Is your marketing measurement stuck in a slide deck?
How do you get your CFO to believe in it?
We sat down with Neal Rich, Partner and Director of Marketing at BCG, to discuss the three biggest challenges in marketing measurement.
youtu.be/-SwkebMhDaU
How do you get your CFO to believe in it?
We sat down with Neal Rich, Partner and Director of Marketing at BCG, to discuss the three biggest challenges in marketing measurement.
youtu.be/-SwkebMhDaU