Elena Popova’s blog
Thoughts that did not fit
into meetings
Strategy, teams, AI, and marketing without the fluff. Observations from real work — concise, honest, and practical.
Search and content01notes on marketing that worksHow to stay visible in AI search: a practical plan without GEO magic
What actually helps a site appear in AI answers: original evidence, technical accessibility, clear structure, and useful measurement.
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Analytics02notes on marketing that worksMarketing measurement without illusions: attribution, incrementality, and MMM
How to combine daily analytics, causal experiments, and marketing mix modeling to make budget decisions instead of arguing over dashboards.
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Strategy03notes on marketing that worksWhy marketing cannot rescue a weak offer — and how to build a strong one
A practical guide to finding real customer value, shaping a clear offer, and validating it before increasing media spend.
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Trends04notes on marketing that worksMarketing in 2026: seven shifts already changing how teams work
Not a list of fashionable tools, but seven practical changes in discovery, content, trust, analytics, and marketing operations.
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AI and automation05notes on marketing that worksAI in marketing without the magic: what to automate and where humans stay
How to select an AI workflow, build a safe pilot, evaluate quality, and turn an experiment into controlled automation.
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