Strategy, in this context, is the part of the work that happens before anyone touches a campaign. The essays here lay out the structural arguments — about KPIs, organizational design, and the rate-of-learning gap that compounds between marketing teams that re-aim their measurement and the ones that don't.
Every marketing KPI in common use measures activity, not decisions. Agentic AI is the first technology that makes Cost Per Decision operable, not aspirational.
In 2016, AlphaGo played a move no human would make. That single moment explains where AI and marketing are heading — and why most teams are still playing the old way.