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Each week I breakdown the news, moves and technologies that are reshaping the business of marketing.

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What is The Business of Marketing?

Welcome to the newsletter made for marketers who obsess over building better products, better services and better businesses.

People who need more than quick hacks and ready-made solutions.

I’m Aliyar – the human algorithm that collects, connects, and creates knowledge for people who value innovation and set the pace for others to follow.

I read for 4 hours every day and take what I learn from the 50+ business news, industry publications, and market research to form the big-picture.

I focus on identifying developments that have a far-reaching impact on how we buy and sell products and services.

And my selection criteria has been refined by years of practical experience working with consumer and enterprise brands.

I look for patterns and connect the dots between big and small developments across strategy, brands, business, finance, martech, public policy and digital marketing.

I condense it into a short and sweet weekly email for you.

Who is this newsletter for?

This newsletter is for the doers who are busy building brilliant business and want to have a bird’s eye view of what’s going on in technology, consumer trends, and the world at large.

I curate, research and refine the most exciting and relevant developments in marketing & technology so that you can use that knowledge to come up with brilliant, timely solutions that work for you.

This newsletter isn’t for you if you’re looking for quick-fix solutions and copy-paste strategies.

If you want to set the pace then you’ve come to the right place.

I will share the ideas, knowledge, research and case studies that will expand your perspective and inspire bold action.

About me

I’m a digital strategist and I help marketers drive growth through marketing.

Currently, I’m Head of Strategy at Mirum Agency in Helsinki. In the past, I’ve worked in leadership positions in business development, analytics and client leadership at digital and media agencies within the Omnicom and WPP networks.

During my career, I’ve worked with amazing brands and learned from businesses of all sizes operating locally and globally in almost every industry and at every development stage.

I obsess over building services that people can’t live without.

And I see marketing as a service that a business delivers to help people find useful solutions in a crowded market.

Because I think Peter Drucker got it right.

“. . . the business has two – and only two – basic functions: innovation and marketing. Marketing and Innovation produce results, all the rest are costs”

My mission is to help others succeed.

And currently, I’m helping my clients succeed with digital strategy, analytics and growth marketing.

I’ve been a part of, and have lead, projects across almost every aspect of marketing from media planning, analytics, martech, inbound & performance marketing.

I also have extensive experience in building marketing teams and business operations.

Launching a Don Draper-level creative campaign for a B2B brand is on my bucket list.

What people say about me

Michael Ovitz

Meet Michael on LinkedIn

“Aliyar is probably the best expert in the world regarding marketing performance and own channel development. He’s an inspiring speaker and has brilliant ideas on how to transform marketing to the next level. It’s easy to recommend Aliyar to any kind of marketing or business development projects or cases.”

Laura Hartikainen

Meet Laura on LinkedIn

“I’ve had the pleasure to work with Aliyar not only in one corporation but in two! Lucky me, as he is one of the brightest and nicest to be around. I think it’s fair to say that Aliyar is one of the top 10 people in his expertise globally.

Aliyar has a unique skill to be able to explain even the most complicated performance marketing details or digital strategy to anyone in a way that the listener feels comfortable & understands. I’ve always truly enjoyed talking and sparring with him, after even a short discussion, I’ve been able to see things a bit differently. Aliyar is a man with sharp brains and a golden heart.”

Daniel Ovitz

Meet Daniel on LinkedIn

“Aliyar is one of the superstars of the marketing industry. He understands business and understands people. Aliyar is one of those people you bring with you when you want to win. He is trustworthy and with him, you feel like anything is possible. I’ve learned more than I can imagine while working with you and wouldn’t be who I am today if it weren’t for you.

Thanks for being the best colleague and a friend I’ve had the pleasure of working with. Keep on rocking!”