Features
How to Successfully Audit Your Current Marketing Stack with Your Digital Marketing Agency’s Help
Ever feel like your marketing tools are running you instead of helping you? You’re not alone. Many businesses have tools they don’t fully use; or worse, don’t even know they have! That’s where a marketing stack audit comes in. And the best part? You don’t have to do it alone.
Your digital marketing agency is your secret weapon.
With their help, you can look at every tool, channel, and report you’re using. Together, you’ll figure out what’s helping you grow; and what’s just collecting dust. It’s all about making your stack lean, smart, and ready to bring real results.
When you want to improve your marketing, the first step is to understand what’s in your current marketing stack. Your marketing stack is the group of tools and software your business uses to reach customers, track results, and grow. Knowing exactly what’s in this stack is important because it helps you see what’s working and what isn’t.
What Is a Marketing Stack?
Think of your marketing stack as your toolbox. It might include things like email services, social media apps, analytics programs, or ad platforms. Each tool plays a part in helping your business connect with people online. But sometimes, businesses add tools without thinking if they really need them. This can make your marketing messy and confusing.
Why You Need to Know Your Tools
If you don’t know which tools you are using, you might be paying for things you don’t need. Or, you could be missing out on ways to improve how your marketing works. When you know what’s in your stack, you can find out if some tools overlap or if some don’t work well together. This makes it easier to fix problems and save money.
How to Start Understanding Your Stack
Start by writing down every marketing tool your business uses. Ask your team or your digital marketing agency to help you. Look at what each tool does and how often you use it. Think about what problems each tool solves and whether it helps you reach your marketing goals.
Set Clear Goals for the Audit

Setting clear goals for the audit is a crucial step when you want to improve your marketing stack. Without clear goals, it’s easy to get lost or miss the point of the audit. By defining what you want to achieve, you and your digital marketing agency can focus on what really matters and get the best results.
Why Goals Matter for Your Marketing Stack Audit
When you set goals, you give the audit a purpose. Maybe you want to save money by cutting out tools you don’t need. Or, perhaps you want to speed up how fast your team can create reports or find new customers. Whatever the reason, goals help you stay focused and measure success after the audit.
How to Set Smart Goals
It helps to make your goals clear and simple. Instead of a vague goal like “improve marketing,” try something specific like “reduce marketing tool costs by 20%” or “increase leads from social media by 15%.” These kinds of goals are easier to track and show progress.
Work with your digital marketing agency to turn your ideas into clear goals. They know what’s possible and can help you set goals that make sense for your business size and budget.
Keep Your Goals Realistic and Focused
Don’t try to fix everything at once. Pick a few important goals that will have the biggest impact. This keeps the audit manageable and lets you see real improvements faster.
Review Each Tool’s Performance and Cost
Reviewing each tool’s performance and cost is a key part of auditing your marketing stack. This step helps you figure out if the tools you’re paying for are actually helping your business or just adding extra expenses. When you do this with your digital marketing agency, you get a clear picture of what’s working and what isn’t.
Why Performance and Cost Matter
Every tool in your marketing stack should bring value. Performance means how well a tool helps you reach your goals, like bringing in more customers or making your work easier. Cost is how much you pay for that tool. If a tool costs a lot but doesn’t help much, it’s time to reconsider.
How to Measure Performance
Look at the results each tool delivers. Ask questions like: Is this tool helping me get more leads or sales? Does it save time? Is it easy to use? Your agency can help gather data and analyze how each tool performs. Sometimes, a tool might seem useful but isn’t actually delivering results.
Checking Costs vs. Benefits
Next, compare what you pay for each tool against the benefits it provides. Some tools might have hidden fees or yearly charges that add up. If a tool is expensive but doesn’t improve your marketing, it could be costing you more than it’s worth.
What to Do After the Review
After reviewing, decide which tools to keep, which to replace, and which to cut. Your agency can recommend better options if needed. This review saves money and makes your marketing work smoother and more effective.
Collaborate on Recommendations and Next Steps
After you review your marketing stack, the next important step is to collaborate on recommendations and next steps with your digital marketing agency. This teamwork helps turn the audit’s findings into clear actions that improve your marketing and save you time and money.
Why Collaboration Is Key
No one knows your business better than you and your agency working together. Your agency brings expertise about marketing tools and strategies, while you bring insight into your goals and challenges. When you combine these, you get smart, practical solutions that fit your business perfectly.
Discuss What Works and What Doesn’t
Start by talking through the audit results. Identify which tools are helping your marketing succeed and which ones are slowing things down or costing too much. Be honest about what needs to change. Your agency can explain why certain tools may no longer be the best fit.
Plan Clear, Simple Next Steps
Together, decide what actions to take first. Maybe you’ll stop paying for some tools, switch to better ones, or improve how you use existing ones. Make sure the plan is easy to follow and fits your budget and timeline. Breaking the plan into small steps makes it less overwhelming.
Keep Communication Open
Good collaboration means staying in touch. Ask your agency to check in regularly and update you on progress. This way, you can make adjustments quickly and keep improving your marketing stack over time.
Conclusion
Auditing your marketing stack with your agency isn’t hard; it’s smart. Clean up what’s not working, save money, and boost results. Your tools should work for you, not the other way around.
Features
A People and a Pulse: Jewish Voices in Jazz and Modern Music
By MARTIN ZEILIG Jazz history is usually told through its most iconic names — Armstrong, Ellington, Parker, Davis — yet running alongside that familiar story is another, often under‑acknowledged one: the deep and enduring contribution of Jewish musicians, bandleaders, composers, and cultural intermediaries.
From the moment jazz emerged at the turn of the 20th century, Jews were not simply observers but active shapers of the music and the industry around it. Their influence — artistic, entrepreneurial, and cultural — has been both significant and, in many respects, disproportionately large. Jews and Jazz (171 pg. $18.75 US) a self‑published work by Laurence Seeff, brings this parallel narrative into sharp, affectionate focus.
Seeff is an ideal guide.
Born in London in 1951, he built a career that moved from statistics to energy policy in Paris, from financial markets at Bloomberg to corporate training in the City of London, all while writing poetry, songs, and humorous verse. Today he lives in Israel, where he continues to write, perform, learn Ivrit, and enjoy life with his large family. Through all these chapters runs a constant passion for jazz — a passion sparked more than fifty‑five years ago when he first heard Terry Lightfoot’s Jazzmen in a Bournemouth pub.
His writing blends clarity, humour, and genuine love for the music and the people who made it.
The musicians he profiles often came from immigrant families who brought with them the musical DNA of Eastern Europe — the cadences of synagogue chant, the urgency of klezmer, the cultural instinct for learning and artistic expression. When these sensibilities met the African American genius of early jazz, the result was a remarkable creative fusion.
Some figures, like Chico Marx, are better known for comedy than musicianship, yet Seeff reminds us that Chico was a serious pianist whose jazz‑inflected playing appeared in every Marx Brothers film and whose orchestra launched young talents like Mel Tormé. Others — Abe Lyman, Lew Stone, and Oscar Rabin — shaped the dance‑band era on both sides of the Atlantic.
Canadian readers will be pleased to find Morris “Moe” Koffman included as well: the Toronto‑born flautist and saxophonist whose “Swinging Shepherd Blues” became an international hit and whose long career at the CBC helped define Canadian jazz.
Seeff also highlights artists whose connection to jazz is more tangential but culturally revealing. Barbra Streisand, for example — a classmate and choir‑mate of Neil Diamond at Erasmus Hall High School — was never a natural jazz singer, yet her versatility allowed her to step into the idiom when she chose.
She opened for Miles Davis at the Village Vanguard in 1961 and, nearly half a century later, returned to the same club to promote Love Is the Answer, her collaboration with jazz pianist Diana Krall. Her contribution to jazz may be limited, but her stature as one of the greatest singers of all time is unquestioned.
Neil Diamond, too, appears in these pages.
Though not a jazz artist, he starred — with gusto, if not great acting finesse — in the 1980 remake of The Jazz Singer, 53 years after Al Jolson’s original. The film was not a success, nor was it truly a jazz picture, but its title and its star’s Jewish identity make it part of the cultural tapestry Seeff explores.
Diamond and Streisand recorded together only once, in 1978, on “You Don’t Bring Me Flowers,” a reminder of the long‑standing artistic ties between them.
Mel Tormé, by contrast, was deeply rooted in jazz. Nicknamed “The Velvet Fog,” he was a prodigy who sang professionally at age four, wrote his first hit at sixteen, drummed for Chico Marx, and recorded with Benny Goodman and Artie Shaw. Ethel Waters once said he was “the only white man who sings with the soul of a black man.” His story exemplifies the porous, collaborative nature of jazz.
Seeff also includes non‑Jewish figures whose lives intersected meaningfully with Jewish culture. Frank Sinatra — perhaps the greatest crooner of them all — was a steadfast supporter of Jewish causes, from protesting during the Holocaust to raising funds for Israel Bonds and the Hebrew University. His multiple visits to Israel, including a major concert in Jerusalem in 1975, underscore the depth of his connection.
Danny Kaye earns his place through his close work with Louis Armstrong, his pitch‑perfect scat singing, and his starring role in The Five Pennies, the biopic of jazz cornetist Red Nichols. Though not a jazz musician per se, his performances radiated a genuine feel for the music.
A later generation is represented by Harry Connick Jr., whose Jewish mother and New Orleans upbringing placed him at the crossroads of cultures. A prodigy who played publicly at age five, he went on to become one of the most successful jazz‑influenced vocalists of his era, with ten number‑one jazz albums.
Even Bob Dylan appears in Seeff’s mosaic — another reminder that Jewish creativity has touched every corner of modern music, sometimes directly through jazz, sometimes through the broader cultural currents that surround it.
Taken together, the concise portraits in Jews and Jazz form a lively, engaging mosaic — a celebration of creativity, resilience, and cross‑cultural exchange. They show how Jewish musicians helped carry jazz from vaudeville and dance halls into swing, bebop, cool jazz, pop, rock, and film music.
They remind us that jazz, at its heart, is a meeting place: a space where people of different backgrounds listen to one another, learn from one another, and create something larger than themselves.
For further information, contact the author at the following email address: laurenceseeff@yahoo.co.uk
Features
Jews in Strange Places
By DAVID TOPPER The Jewish contribution to 20th century popular music is well known. From Jerome Kern through to Stephen Sondheim, Jews played major roles as both composers and lyricists in the so-called Great American Songbook. (An exception is Cole Porter.) It continued in Musical Theatre throughout the rest of the century.
One very small piece of this story involves what Time magazine in the December 1999 issue called “the tune of the century.” First recorded sixty years before that, it is the powerful and haunting tune called “Strange Fruit,” which is about the lynching of black people in the southern USA. First sung by Billie Holiday in 1939, it became her signature tune.
So, why do I bring this up? Because there is a multi-layered Jewish connection to this song that is worth recalling, which may not be known to many readers.
Let’s start with the lyrics to “Strange Fruit,” which are the essence of this powerful piece:
Southern trees bear strange fruit,Blood on the leaves and blood at the root,Black bodies swinging in the southern breeze,Strange fruit hanging from the poplar trees.Pastoral scene of the gallant south,The bulging eyes and the twisted mouth,Scent of magnolias, sweet and fresh,Then the sudden smell of burning flesh.Here is fruit for the crows to pluck,For the rain to gather, for the wind to suck,For the sun to rot, for the trees to drop,Here is a strange and bitter crop.
Before becoming lyrics in a song, this poem stood alone as a potent statement about the lynchings still taking place throughout the American South at the time. The strong metaphorical imagery never explicitly mentions the lynching, which adds to the poetic power of this poem. Standing alone, I believe it’s an important protest verse from the 20th century.
Searching it on the internet, you may find the author listed as Lewis Allan. But that’s not his real name. “Lewis Allen” is the often-used pen name of Abel Meeropol, a Jewish High School teacher from the Bronx in New York. He and his wife, Anne (nee Shaffer), had two stillborn children with those names – a fact that adds a poignant element to this story.
The origin of the poem for Abel was a photograph he had seen of a lynching of black men in the South. I have seen such images, possibly even the one Abel saw: for example, a sepia photograph of two black men hanging from a long tree limb, and a large crowd of white people below (men, women and even children!), most seeming dressed in their Sunday best (some men with straw hats) looking up and gawking at the sight, some with smiles on their faces – as if attending a festive spectacle. Like Abel, I felt repelled by the picture: it turned my stomach. This communal display of horrific cruelty gave me a glimpse into Abel’s mind, and I understood how it compelled him to write about it. He thus wrote the poem, and it was published in a teacher’s magazine in 1937.
Being a songwriter too, in 1938 Abel added a melody and played it in a New York club he often attended. But here’s where this story’s documentation gets contradictory, depending upon who is recalling the events. The club owner knew Billie Holiday, and he showed the song to her. What her initial response was, we cannot know for sure. But we do know that in a relatively short time, she added it to her repertoire. It eventually became her signature tune. She initially sang it in public, but because of its popularity among her fans, there was pressure to record it too.
There were initial rejections from recording companies because of the controversial content. But Commodore Records took a chance and pressed the first recording in April 1939. This was the same year the movie “Gone with the Wind” came out; it was steeped in racial stereotyping. It was also sixteen years before Rosa Parks refused to give up her seat on a bus in Montgomery, Alabama.
As a record, the song obviously reached a large audience. Since the content was about racism, the song was seen as politically radical; not surprisingly, many radio stations banned it from the airwaves.
Furthermore, it’s also not surprising that Abel, a schoolteacher, was called to appear before a committee of New York lawmakers who were looking for communists in the schools. Possibly they were surprised to find that the poem and the song were written by a white man – and a Jew to boot. In particular, they wanted to know if he was paid by the Communist Party to write this song. He was not. And, in the end, they let him go. But shortly thereafter he quit his teaching job.
This took place in 1941 and was a precursor to the continued American obsession with communism into the 1950s, under Senator Joe McCarthy.
Indeed, that episode had an impact on Abel and Anne too. In 1953 Julius and Ethel Rosenberg were convicted of giving information about nuclear science to the Soviet Union, and they were the first married couple to be executed in the electric chair. They left two sons, Michael (age 10) and Robert (age 6). Apparently, immediate family members were reticent to get involved with the boys, possibly afraid of being accused of sympathizing with communism.
Enter Abel and Anne. Without a moment’s hesitation they stepped in, taking and raising the boys. As Michael and Robert Meeropol they eventually went on to become college professors – and naturally were active in social issues. Anne died in 1973. Abel died in 1986 in a Jewish nursing home in Massachusetts, after a slow decline into dementia. Long before that, Billie Holiday died in 1959, ravaged by the drug addition that took her life at forty-four years of age.
See why I called this a multi-layered Jewish story that’s worth telling?
To hear Billie Holiday singing “Strange Fruit” click here: Strange Fruit
Features
Is This the End of Jewish Life in Western Countries?
By HENRY SREBRNIK “Globalize the Intifada” has been the chant echoing through streets since October 7th, 2023. It was never a metaphor, and we now see the gruesome results across the western world, from Australia to Canada: the rise of groups of large, active networks of Islamist and anti-Zionist organizations.
Jews in the West are discovering that the nations they defended, enriched, and profoundly shaped have become increasingly inhospitable. After the Holocaust, explicit Jew-hatred became unfashionable in polite society, but the impulse never disappeared. The workaround was simple: separate Zionism from Judaism in name, then recycle every old anti-Jewish trope and pin it on “the Zionists.”
We have seen the full legitimization of genocidal anti-Zionism and its enthusiastic adoption by large segments of the public. The protests themselves, as they began immediately on October 7th, were celebrations of the Hamas massacres. The encampments, the building occupations, the harassment campaigns against Jewish students, the open calls for intifada, the attacks on Jews and Jewish places have become our new norm. History shows us that antisemitism does not respond to reason, incentive or the honest appeals of the Jewish community.
Outside the United States, there is no Western political establishment with either the will or the capability to address this problem, let alone reverse its growth. I’m sorry to say this, but the future of Western Europe, Canada, Australia, and New Zealand is likely to be increasingly Jew-free.
Today, police stand and watch mobs chant for Israel’s destruction, call for the genocide of its people, harass visibly Jewish citizens, and drive antisemitic intimidation deep into urban life. They now believe their job is to enforce the law only if it does not risk upsetting violent constituencies. This makes Jews expendable, because defending them risks confrontation. This was very clear in the Bondi Beach massacre.
Jews are again donning caps instead of kippot, dressing generically with no cultural markers, and avoiding even a tote bag with Hebrew on it. A corrosive creep toward informal segregation in retail and service sectors is occurring, as Jewish customers report being refused service. A mezuzah hanging from a rideshare mirror leads to cancellations. When Jews express frustration, they are accused of exaggeration or attempting to suppress criticism of Israel. Jewish fear is not treated as a real problem.
“Jews Are Being Sent Back into Hiding,” the title of a Dec. 15 article in the New York Free Press by David Wolpe and Deborah Lipstadt, asserts that the attacks on Jews, including physical assaults, social media campaigns and, most tragically, the recent murders in Australia, are part of a purposive campaign designed to make Jews think twice about gathering with other Jews, entering a synagogue, going to kosher restaurants, putting a mezuzah on the doorpost of their apartments or dorm rooms, or wearing a Jewish star around their necks.
“We know of no one who would consider giving a niece, nephew, grandchild, or young friend a Jewish star without first asking permission of their parents,” they write. The unspoken, and sometimes spoken, question is: “Might wearing a star endanger your child’s well-being?”
Recently, a prominent American rabbi was entering a Target store in Chicago with her grandson, whom she had picked up from his Jewish day school. As they walked into the store the 10-year-old reached up and automatically took off his kippah and put it in his pocket. Seeing his grandmother’s quizzical look, he explained: “Mommy wants me to do that.”
Borrowing a phrase from another form of bigotry, they contend that Jews are going “back into the closet.” No public celebration of Hanukkah took place in 2025 without a significant police presence. Some people chose to stay home.
Lipstadt and Wolpe know whereof they speak. They are respectively a professor of history and Holocaust studies who served as the Biden administration’s ambassador tasked with combating antisemitism, the other a rabbi who travels to Jewish communities throughout the world, and who served on Harvard’s antisemitism task force in the aftermath of the October 7, 2023 pogrom.
What the world has seen over the past two years is a continual, often systematic attempt to terrorize Jews. When political leaders fail to condemn rather than merely “discourage” chants of “globalize the intifada,” we are seeding the ground for massacres like the Hannukah one in Sydney.
If each Jewish holiday will now be seen by antisemites as an opportunity for terror, then the prognosis for diaspora Jewry is bleak. There will be fewer public events, more alarms, more bag checks at doors; there will have to be more security and more police. Unless things change, Jewish life in the diaspora will become more sealed off from the larger society.
Why has this failure come about? Confronting antisemitism, stopping the mobs, challenging the activists, and disciplining antisemitic bureaucrats all carry electoral risk for politicians; Jews are demographically irrelevant, especially compared with Muslim voters, with the U.S. being the only partial exception.
There are those who suggest Jews stop donating funds to educational and other institutions that have turned against us. At this point, I doubt very much that withdrawing dollars will have an impact. For every dollar withdrawn, there will be 100 from Qatar and other sources in its place.
Throughout history, the way a society treats its Jews predicts its future with unerring accuracy. If Jews leave, it will be because a civilization that will not defend its Jews will also defend next to nothing and may itself not survive.
Henry Srebrnik is a professor of political science at the University of Prince Edward Island
