In defense of the em dash (and everything else on this 'AI tell' trial)

96+ A/B testing use cases and examples, sorted by industry (with actual results)

We pulled 96+ real experiments from 12 industries. Not tips or best practices. The actual tests, results, and use cases.

Opal Experimentation University graduation stories: Class of July '26

Meet the Class of July '26. 62 marketers spent five days building AI agents inside Opal Experimentation University. See what problems they solved with agents.

The 'copy-paste incident' and other ghostwriting horror stories (ft. my AI fix)

If you're a content writer, social media manager, PR or comms professional — this one's for you. And if you've ever asked someone to write for you, stay with me too. (I promise this isn't a roast, more like... a rescue).

Your content supply chain is broken. You just can't see it from the inside

Why Optimizely CMS 13 isn't just another website update

Your CMS is what enables your marketing team to create, manage, and deliver content more effectively. Shouldn't your upgrade strategy focus on them and not just keeping the platform current?

The dream of 1:1 personalization is finally coming true

How agentic email marketing turns segment-based guesswork into a hyper-personalized, scalable reality. A marketer's take.

The broken compass of P-values: The rule that misleads and the rule that helps

Understand what p-value exactly means and the limitations of p-value-based decisions.