Author: Belinda

Research Labs How Do You Build a Marketing Tech Stack That Doesn’t Break at 100 Locations? Scaling a marketing tech stack across multiple locations is an operational challenge, not just a software one. Here’s what breaks, why it breaks, and...

Research Labs When Should HQ Override a Franchisee’s Local Marketing Decision? Franchise marketing disputes are rarely just about the ad. Learn when franchisor intervention is justified, when it isn’t, and how healthy franchise systems build the trust that makes the...

Research Labs What’s the Right Way to Allocate National Marketing Fund (NMF) Dollars? Balancing long-term brand equity with short-term performance pressure. Budget conversations inside companies almost never begin with strategy. They begin with precedent. Last year’s allocation becomes this year’s...

Research Labs Why Your Gym Leads Are Converting to Tours But Not to Memberships A look at the psychological gap between curiosity and commitment in modern fitness sales. A booked tour feels like a win. The ad worked, the lead...

Research Labs The Geo-Targeting Precision Trap: How Granular Should Your Location Targeting Actually Get? When hyper-precise location targeting starts costing more than it earns — and how multi-location brands can find the right depth before scale collapses. There is a...

Research Labs Which referral program structures actually work in the beauty and wellness category? Discount fatigue, medicalized protocols, and the rise of trust networks have rewritten referral economics. A look at the structures actually compounding in 2026. The beauty and...

Research Labs How to Measure Customer Lifetime Value When Shoppers Cross Multiple Locations Why traditional LTV models mislead multi-location brands, and what it takes to build attribution that actually reflects how your customers behave. A customer visits your flagship Chicago...

Research Labs Why One of Your Locations Always Underperforms on Paid Ads (And How to Fix It) It’s rarely the campaign. Here’s what’s actually causing the ROAS gap across your locations, and why scaling budget usually makes it worse. Every...

Research Labs Do You Need a Landing Page for Every Location? A Strategic Framework What Google really reads, what users actually want, and why most brands get this wrong. Not every location needs its own landing page. A dedicated page...

Research Labs Location-Based Lead Attribution: Why Most Brands Get It Wrong (and How to Fix It) The issue isn’t broken tracking. It’s that the data needed to answer location-level questions lives in systems that were never designed to talk to...