Blog: marketing, advertising and the money in them

Three models of covering the marketing function compared on money and accountability: real budget ranges for the Russian market, the risks of each, and which model suits which company.

The metrics an owner can hold marketing to: cost per lead and per qualified lead, customer acquisition cost, ad spend as a share of revenue, return on marketing investment, lifetime value. Formulas and worked examples.

A practitioner’s review: which marketing tasks neural networks do cheaper than people, where they still lose, how to build them into the process and what to measure.

How an agent differs from a chatbot, where agents already pay off in sales and support, which platforms exist and how to build the first one.

Fourteen questions for an agency or a paid-search specialist, the signs of imitated work and what to look at in the ad account yourself.

How speech analytics finds the enquiries managers lose on the phone, what it costs and when it pays off. A review without vendor advertising.

What a strategy consists of, the stages of building it and a worked example for one company — so that the document works rather than sits in a drawer.

Sales, marketing, documents, customer support: where AI already saves money and where it does not yet. Numbers, risks and where to start.