Overview

Every marketer tracking against ""benchmarks"" is optimizing toward statistical fiction-aggregating incomparable campaigns, ignoring context, and making decisions based on noise masquerading as insight. After 25+ years leading digital marketing and AI strategy, Jeffrey Porzio has watched this benchmark-driven approach destroy campaign performance at scale. The Benchmark Lie: How AI-Powered Marketing Makes Experience More Valuable Than Ever explains why it fails-and reveals an alternative framework. THE COUNTERINTUITIVE TRUTHAI doesn't threaten experienced marketers. As AI commoditizes execution (content, deployment, optimization), strategic judgment becomes the game: recognizing which campaign dimensions matter, which patterns transfer across contexts, which similarities predict performance. This is the ""Human-AI Moat""-accumulated expertise becomes more valuable precisely because AI scales what experienced marketers know. The core insight: Campaigns don't repeat, but their dimensions ""rhyme."" A campaign targeting risk-averse CFOs in financial services shares more strategic DNA with campaigns targeting risk-averse buyers in different industries than other financial services campaigns targeting different psychologies. Yet traditional benchmarks compare only within industry categories, missing the dimensional patterns that predict success. WHO THIS IS FORThis book is for experienced marketing professionals who are: Frustrated watching benchmark-driven decisions consistently underperform Skeptical of AI vendor promises and generic industry advice Ready to understand how AI amplifies rather than replaces expertise WHAT YOU'LL GAINThe dimensional pattern recognition framework for identifying campaigns that rhyme with yours. The mathematical explanation of why benchmark aggregation fails (Simpson's Paradox, aggregation bias). The strategic roadmap for building competitive advantages that compound as AI advances. This is not a how-to guide. It's a rigorous argument-backed by mathematical analysis and frameworks for leveraging AI to make marketing experience more valuable, not obsolete. If you've suspected industry benchmarks mislead more than help-and you're determined to understand how AI makes your expertise more valuable-this book charts the path forward.

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Jeffrey Porzio is the founder and principal of Cadence B2B, an AI-native marketing intelligence firm. An agency lifer with 25+ years of digital marketing experience-from Fortune 100 brands to startups, from global agency networks to building digital practices at emerging firms-he has developed frameworks for dimensional pattern recognition that make experienced marketing judgment exponentially more valuable as AI advances. A young adult cancer survivor and advocate from Boston, Massachusetts, Jeff is an unapologetic local sports fan and a ridiculously proud father of two sons.

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