Guides
Guides to Digital Marketing Evidence
An entity page on this site answers one question about one channel or one kind of claim. A guide runs the sequence. The three pillars below track the order the questions arrive in: what record still exists, whether anything connects the events to the loss, and how an expert is actually engaged.
The three pillars
Start with a pillar
Who holds the record in a marketing dispute, how long it survives, and why the first question is what still exists
Correlation is what the record gives you; causation is what the claim requires. What closes that distance, and what honestly cannot
Conflict check, scope, evidence, analysis, report, testimony — what each stage of the engagement actually decides
Keep reading
Look up a rule instead
Every channel, record type and claim named in these guides has its own entry in the reference.