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Data

MQLs and email sends don't pay the bills. Here's why activity-based metrics are killing your go-to-market strategy—and which outcome-based metrics actually drive business results.

5 min read

Stop Measuring Activity, Start Tracking Outcomes

Picture of Ross Henderson Ross Henderson: Dec 29, 2025 7:59:59 AM

In terms of metrics, traditional go-to-market is very much activity-based rather than outcome-based. People are focused on what are people doing—are...

Report Data Go to Market
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AI search tracking is a black box, and the tools claiming to solve it aren't ready. Here's why personalization makes measurement nearly impossible—and what to do about it.

3 min read

Why AI Search Is (Currently) Impossible to Track

Picture of Writing Team Writing Team: Dec 22, 2025 7:59:59 AM

We've been talking about personalization and marketing for, like, twelve thousand million trillion years. We know how important it is, and how great...

seo Data AI tools AI search
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AI Overviews are answering questions without clicks. Learn why your impressions stay strong while traffic drops—and how to win in the zero-click search era.

7 min read

When AI Overviews Kill Your Click-Through Rate (And Why That's Not the Whole Story)

Picture of Writing Team Writing Team: Nov 24, 2025 7:00:00 AM

Your Google Search Console looks schizophrenic.

seo Data Website Google
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Users research on ChatGPT then buy on Google. Learn why direct traffic surges signal brand strength in the multi-platform search era—and how to track invisible conversions.

4 min read

The Direct Traffic Surge: Decoding Brand Awareness

Picture of Writing Team Writing Team: Nov 17, 2025 7:00:01 AM

Your analytics are telling you a story that doesn't make sense.

seo Data Website
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Explore how marketing data creates compelling narratives rather than objective truths, and why the most successful brands understand the difference between metrics and meaning.

3 min read

The Mythology of Data: Why Numbers Tell Stories, Not Truths

Picture of Writing Team Writing Team: Jul 11, 2025 10:09:14 AM

Your data isn't telling you the truth. It's telling you a story. And like all good stories, it's shaped by who's telling it, who's listening, and...

Research Data
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Discover which marketing KPIs CEOs actually value and how to design dashboards that drive strategic decisions.

4 min read

Marketing Dashboard Design: KPIs That Actually Matter to CEOs

Picture of Writing Team Writing Team: May 26, 2025 2:33:50 PM

The conference room falls silent as you advance to the slide showing your marketing dashboard. Thirty-seven metrics cascade down the screen in...

Marketing Business Data
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We cut through the theoretical noise to showcase practical implementations that transform retention strategies without sacrificing precision.

3 min read

Predictive Customer Lifetime Value: Models That Actually Work

Picture of Writing Team Writing Team: May 19, 2025 4:31:54 PM

Customer Lifetime Value modeling has become something of a sacred cow in marketing circles. We genuflect before its promise while secretly harboring...

Marketing Data Customer retention
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Discover actionable strategies for building a robust first-party data ecosystem as third-party cookies phase out.

4 min read

First-Party Cookie Strategy: Preparing for a Cookieless Future

Picture of Writing Team Writing Team: Apr 10, 2025 12:08:03 PM

We stand at a watershed moment in digital marketing—the long-anticipated deprecation of third-party cookies represents not merely a technical shift...

Data Digital
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Discover strategies to track and attribute dark social traffic—the 65% of social sharing that happens via private channels.

5 min read

Dark Social Attribution: Tracking the Untrackable in Social Media ROI

Picture of Writing Team Writing Team: Mar 24, 2025 2:48:07 PM

The detective arrives at the scene, finding footprints that vanish midway across the room. The culprit seems to have disappeared into thin air,...

Social media Audience Data
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The most sophisticated brands recognize that asking for information rather than taking it represents not just an adaptation to regulatory changes but a fundamental evolution in customer relationships.

4 min read

Zero-Party Data Marketing: Building Trust Through Voluntary Information

Picture of Writing Team Writing Team: Mar 24, 2025 2:43:59 PM

In the grand theater of digital marketing, a quiet revolution is taking place. The curtain falls on the era of surreptitious data collection as...

Marketing Data Customer retention
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