Who writes the guides
The consultants who run audits and build systems write the guides, as a team, under an organisational byline. We chose a company byline rather than personal ones so the advice is owned by the firm and stays current when people change. Every page carries a published date, an updated date and a “what changed” line.
Where the numbers come from
Three sources only, always linked: published studies and government data (CII, ISB, Dun & Bradstreet, PwC, MSME ministry dashboards, Meta's WhatsApp pricing page, and similar); first-hand observation from audits and builds, written as “in our audits we see” and never as a client claim; and worked examples from our Automation ROI Calculator, with every assumption stated. We do not publish client results until a client has agreed in writing to be named with a measured number.
How we use AI in writing
We use AI tools to draft outlines and first passes from our own notes, then a consultant rewrites, checks every number against its source, adds the first-hand detail and signs off. Nothing is published without a person reading it end to end. We say this because Google's guidance and our own experience agree: readers can tell, and unchecked AI text is where errors live.
Dates and freshness
“Updated” changes only when the substance changes — a price band, a pricing page from Meta, a new statistic — never to look fresh. The “what changed” line says what moved. Guides older than twelve months are re-checked or taken down.
Corrections
If you find an error, email hello@azerlia.com with the page and the issue. We correct within five working days and note the correction on the page.
How to cite us
“Azerlia Research, [guide title], azerlia.com, updated [date].” All guides and the calculator methodology may be quoted with attribution.