# Research & field notes

Notes on audience intelligence, measurement and creative work. Practical thinking for a marketing system that learns.

- [Contribution, credit and incrementality are different questions.](https://randomtruffle.com/research/contribution-credit-incrementality): Why three useful measurement views should not collapse into a single performance number.
- [An audience is a hypothesis, not a label.](https://randomtruffle.com/research/audience-is-a-hypothesis): A practical way to connect behavior, context and the next question—without pretending a segment explains a person.
- [The creative handoff should remember the audience.](https://randomtruffle.com/research/creative-handoff-with-memory): How to keep the reason for a campaign intact as an idea becomes images, video, display and delivery.
- [Measuring your brand’s visibility in AI search](https://randomtruffle.com/research/how-to-position-your-brand-in-llms-and-ai-search): Build a repeatable set of buyer questions, inspect the sources cited and test whether clearer content changes the observed response.
- [Give agents a playbook they can use](https://randomtruffle.com/research/make-ai-yours-how-custom-skills-unleash-random-truffles-agents): Keep brand rules and working instructions in reusable skills, with clear versions, owners and review steps.
- [Useful AI starts with business definitions](https://randomtruffle.com/research/the-end-of-the-ai-magic-wand-why-data-governance-is-the-ultimate-marketing-skill-of-2026): Define the customer, conversion and business outcome before asking an agent to act on the data.
- [Keep context intact between teams](https://randomtruffle.com/research/the-collapse-of-the-marketing-supply-chain): Examine where the audience brief, creative decision and measurement plan get lost between teams — and how a shared working record can help.
- [Connect advertising and customer context](https://randomtruffle.com/research/the-great-convergence-why-ai-is-forcing-adtech-and-martech-to-finally-grow-up-together): Connect advertising signals and customer relationships while preserving their different permissions, identities and measurement limits.
- [What it takes to operate a marketing agent](https://randomtruffle.com/research/the-rise-of-vibe-coding-why-the-future-of-marketing-is-agentic-and-why-you-shouldn-t-build-it-yourself): A prototype is a beginning. Evaluate the data connections, permissions, testing and maintenance required to run it in a business workflow.
- [From a useful prompt to a working process](https://randomtruffle.com/research/ai-powered-marketing-from-automation-to-true-intelligence): Define what an agent needs to know, which actions it may take and how its work will be reviewed.
- [What agents change in a marketing team](https://randomtruffle.com/research/the-age-of-autonomous-marketing-why-your-next-marketing-hire-is-an-ai-agent): Use agents to reduce repetitive coordination while keeping people responsible for strategy, creative judgment and consequential decisions.
- [Make marketing mix models inspectable](https://randomtruffle.com/research/the-death-of-the-black-box-why-the-future-of-mmm-is-open-bayesian-and-ai-driven): Inspect the inputs, assumptions, calibration and uncertainty behind a budget recommendation.
- [Build predictive audiences with a clear test](https://randomtruffle.com/research/the-time-traveler-s-guide-to-segmentation-building-predictive-audiences-in-bigquery): Use predicted behavior to form an audience hypothesis, then test whether the intervention changes the outcome.
- [The business context behind a useful agent](https://randomtruffle.com/research/the-architecture-of-autonomy-why-your-data-stack-is-the-boss-of-your-ai-agents): Connect identity, business definitions and decision history so agents can work from inspectable context.
- [Ask business questions. Inspect the evidence.](https://randomtruffle.com/research/the-end-of-the-data-ticket-why-the-future-of-analytics-is-conversational): Make business data easier to explore through conversation, with definitions, sources and unresolved questions visible.
- [One audience strategy. Specific activation.](https://randomtruffle.com/research/cross-platform-audience-activation-at-scale): Carry the strategy across channels while respecting each destination's eligibility, supported methods and reporting context.
- [What would have happened without the campaign?](https://randomtruffle.com/research/incrementality-testing-in-modern-marketing): Define a credible comparison, inspect uncertainty and distinguish incremental effect from attribution credit.

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Source: https://randomtruffle.com/research