Dan Truman

Efficiency, Intent, and the Limits of Cleverness If Day One was about existential questions – AI, agency scale, purpose and trust – Day Two was about application . How money actually gets spent. How decisions really get made. Where theory breaks once it meets humans, platforms and incentives. Across MMM, solo consulting, intent, server-side tagging, experimentation and AI agents, a consistent thread emerged: optimisation without judgment is just automation of past mistakes . Here’s how Day...

From Castle Views to Cognitive Work: What Really Matters Now Day One of Superweek 2026 opened with literal perspective. Morning views from Visegrád Castle  over the Danube set the tone: this was always going to be a day about zooming out, questioning assumptions, and getting honest about where digital analytics is actually heading – not where vendor decks say it is. Across agencies, brands, platforms and tool builders, a few themes kept surfacing: size versus speed, confidence versus...

I have been looking forward to writing this.  Not out of routine or necessity, but because it feels like the right moment to pause and take stock. There is a point each year where the pace drops just enough for me to feel the weight of what has happened. That point has arrived.  So I invite you to grab a coffee (or something stronger as you might need it), sit by a fire, late evening, early morning, whichever you prefer, when the din of deadlines has finally settled.  A long overdue letter...