Intelligence & Insights

Analysis, perspectives, and research from the CodaRossa team on marketing, strategy, and the forces shaping consumer behaviour.

What Can Mo Salah Tell Us About Lead Conversion?
Featured

What Can Mo Salah Tell Us About Lead Conversion?

Understanding lead scoring through goal scoring

5 min read24 March 2026
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Brand Positioning in a Commoditised Market: A Framework
Brand Strategy

Brand Positioning in a Commoditised Market: A Framework

When your category has become commoditised, competing on features is a race to the bottom. Here is a framework for finding and owning a position that is genuinely defensible.

10 min8 Feb 2026
The B2B Buyer Has Changed: New Research on the Modern Purchase Journey
Research

The B2B Buyer Has Changed: New Research on the Modern Purchase Journey

Our analysis of 400 B2B purchase decisions reveals that buyers complete 70% of their journey before contacting a vendor. Here is what that means for your marketing strategy.

9 min20 Jan 2026
How AI Is Changing Competitive Intelligence — And What It Cannot Do
Strategy

How AI Is Changing Competitive Intelligence — And What It Cannot Do

AI tools can now monitor competitors at scale, surface signals from thousands of sources, and synthesise findings in seconds. But the strategic interpretation still requires human judgement.

8 min3 Dec 2025
The Death of the Cookie: What Marketers Need to Know in 2025
Data & Analytics

The Death of the Cookie: What Marketers Need to Know in 2025

Third-party cookies are gone. Here is how the smartest brands are building first-party data strategies that outperform what came before.

7 min15 Nov 2025