<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
  <url>
    <loc>https://buildeqty.com/</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>weekly</changefreq>
    <priority>1.0</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/diagnosis</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.9</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/platform</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.9</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/methodology</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.8</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/for-ceos</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.8</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/for-cfos</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.8</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/for-cmos</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.8</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/for-board</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>weekly</changefreq>
    <priority>0.8</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/product/intelligence</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/product/diagnostics</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/product/analyst</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/product/commercials</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/product/forecasting</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/who-its-for</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/integrations</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/faq</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/about</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/help</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.4</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/privacy</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>yearly</changefreq>
    <priority>0.3</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/terms</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>yearly</changefreq>
    <priority>0.3</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/cookies</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>yearly</changefreq>
    <priority>0.3</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/data-deletion</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>yearly</changefreq>
    <priority>0.3</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/share-of-search-predicts-revenue</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/the-60-40-rule</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/how-brands-grow</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/the-brand-tax</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/distinctiveness-beats-differentiation</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/category-entry-points</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/kantar-meaningful-different-salient</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/thirteen-data-sources</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/methodology-transparency</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/cmo-cfo-gap</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/eleven-drivers-of-brand-growth</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/thirteen-questions-zero-guesswork</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/marketing-effectiveness</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/marketing-roi</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/econometrics</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/profit-ability</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/digital-maturity-model</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/efficiency-vs-effectiveness</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/budgeting</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/adidas-sos</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/multi-channel-search</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/eqty-methodology-explained</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/marketing-evidence-ladder</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/seven-questions-marketing-vendor</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/what-we-refuse-to-recommend</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/customer-investment-pipeline</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/how-eqty-computes-a-finding</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/share-of-search-primer</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/excess-share-of-voice-esov</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/what-is-mmm</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/multi-touch-attribution-explained</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/incrementality-explained</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/brand-activated-profitability</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/when-60-40-doesnt-apply</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/ninety-five-five-rule-b2b</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/detect-the-doom-loop</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/holdout-test-explained</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/share-of-category-requirements</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/double-jeopardy-is-math</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/nbd-dirichlet-where-it-breaks</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/consideration-set-eligibility</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/positive-predictive-value-ppv</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/matthews-correlation-coefficient</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/fully-loaded-cac</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/roi-vs-effectiveness</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/counterfactual-baseline</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/evaluate-b2b-intent-vendor</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/mql-conversion-rate-benchmark</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/dengue-fever-fallacy</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/ai-lead-scoring-reality</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/marketing-roi-is-probably-wrong</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/platform-conversions-not-incrementality</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/fmcg-only-marketing-stats</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/the-right-balance-fallacy</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/dashboards-pretend-to-know</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/five-agencies-destroy-margin</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/penetration-is-not-a-strategy</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/lead-scoring-mind-meld</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/mmm-not-for-lead-scoring</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/sov-som-half-the-story</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/false-positives-in-marketing</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/defend-marketing-budget-20-percent-cut</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/brand-performance-allocation-by-lifecycle</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/price-holdout-test-30-days</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/evaluate-lead-scoring-from-crm-data</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/read-counterfactual-finding-and-act</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/build-causal-dag-for-your-brand</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/audit-agency-with-kill-criteria-and-holdouts</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/customer-experience-as-brand-equity-input</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/category-entry-points-cep-setup</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/evaluate-share-of-search-vs-competitive-set</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/positive-price-elasticity-endogeneity</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/b2b-funnel-conversion-benchmarks</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/ad-fraud-audit-setup</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/evaluate-mmm-vendor-deliverable</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/write-measurable-strategic-brief</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/pearl-ladder-of-causation</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/bayesian-vs-frequentist-marketing</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/mental-physical-availability-framework</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/jobs-to-be-done-vs-ceps</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/mece-decomposition-for-marketing</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/system-1-system-2-creative</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/four-ps-modern-decomposition</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/seven-measurement-themes-framework</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/four-executive-pillars-framework</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/dirichlet-model-explained</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/brand-power-index-formula</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/demand-capture-rate-formula</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/ceo-five-questions-monthly-briefing</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/ceo-defend-marketing-investment-board</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/ceo-when-to-fire-the-agency</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/cfo-marketing-capital-allocation-framework</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/cfo-read-mmm-deliverable-15-minutes</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/cfo-budget-cut-without-revenue-damage</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/cmo-first-90-days-evidence-base</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/cmo-present-to-cfo-without-losing-room</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/cmo-kill-the-vanity-dashboard</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/board-marketing-oversight-three-questions</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/board-marketing-risk-register</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/board-acquisition-due-diligence-marketing</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/llm-retrieval-as-new-shelf</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/cookie-deprecation-measurement-playbook</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/clean-rooms-explained</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/first-party-data-strategy</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/server-side-tracking-reality</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/mmm-renaissance-why-now</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/unified-marketing-measurement-fallacy</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/zero-party-data-vs-first-party</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/ai-generated-creative-brand-risk</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/category-share-of-voice-in-ai-answers</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/consent-mode-v2-measurement-impact</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/synthetic-control-method-explained</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/sector-guide-dtc-ecommerce</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/sector-guide-b2b-saas</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/sector-guide-fmcg-cpg</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/sector-guide-financial-services</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/sector-guide-retail</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/sector-guide-automotive</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/sector-guide-hospitality-travel</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/sector-guide-telecom</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/playbook-budget-reallocation</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/playbook-agency-review</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/playbook-new-product-launch</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/playbook-downturn-protect-brand</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/playbook-brand-refresh</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/playbook-pricing-change</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/playbook-crisis-communications</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/playbook-international-expansion</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/playbook-ma-brand-integration</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/playbook-annual-planning</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/triangulation-is-the-share-of-search-spike-real</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/triangulation-did-the-brand-campaign-work</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/triangulation-is-the-competitor-actually-gaining</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/triangulation-is-cac-rising-because-of-the-market-or-the-brand</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/triangulation-should-we-raise-price</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/triangulation-is-the-funnel-broken-or-the-brand-weak</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/triangulation-is-the-category-growing-or-are-we</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/triangulation-is-the-ai-visibility-claim-real</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/triangulation-is-the-creative-actually-working</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/triangulation-should-we-cut-the-brand-budget</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/refusal-the-attribution-question-that-cannot-be-answered</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/refusal-the-roas-comparison-that-was-not-comparable</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/refusal-the-brand-tracking-wave-that-was-too-noisy-to-read</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/refusal-the-share-of-search-jump-that-was-a-news-cycle</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/refusal-the-mmm-coefficient-that-could-not-be-trusted</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/refusal-the-competitor-win-that-was-a-procurement-event</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/refusal-the-cac-spike-that-was-a-platform-policy-change</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/refusal-the-ai-visibility-claim-that-did-not-survive-prompt-rotation</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/refusal-the-pricing-recommendation-the-brand-had-not-earned</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://buildeqty.com/insights/refusal-the-budget-cut-the-data-would-not-support</loc>
    <lastmod>2026-06-10</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
</urlset>
