Holistic Analytics Insights https://www.holisticanalytics.com.au/insights/ Analysis on marketing measurement, attribution, marketing mix modelling and AI visibility from Holistic Analytics. en-AU How to measure your brand's visibility inside AI answers https://www.holisticanalytics.com.au/insights/measuring-brand-visibility-in-ai/ https://www.holisticanalytics.com.au/insights/measuring-brand-visibility-in-ai/ Thu, 30 Jul 2026 00:00:00 +1000 A practical method for measuring how often your brand appears in ChatGPT, Gemini, Perplexity and AI Overviews, with a defensible sampling design and honest error bars. The case for a Surrogate Chief Data & Analytics Officer https://www.holisticanalytics.com.au/insights/surrogate-chief-data-analytics-officer/ https://www.holisticanalytics.com.au/insights/surrogate-chief-data-analytics-officer/ Tue, 12 Aug 2025 00:00:00 +1000 Analytics led from the C-suite outperforms analytics run as a reporting function. Most mid-market organisations cannot justify the role full time. Long-term attribution: measuring the marketing that doesn't convert today https://www.holisticanalytics.com.au/insights/long-term-attribution-explained/ https://www.holisticanalytics.com.au/insights/long-term-attribution-explained/ Thu, 21 Mar 2024 00:00:00 +1100 Marketing mix modelling tells you what your media did this quarter. Long-term attribution tells you what it did to your business over years. What signal loss actually changed, and what it didn't https://www.holisticanalytics.com.au/insights/life-after-third-party-cookies/ https://www.holisticanalytics.com.au/insights/life-after-third-party-cookies/ Wed, 14 Jun 2023 00:00:00 +1000 Third-party cookie deprecation changed what marketers can observe. The response most teams reached for made their measurement more fragile, not less. Marketing mix modelling when your data isn't clean https://www.holisticanalytics.com.au/insights/marketing-mix-modelling-imperfect-data/ https://www.holisticanalytics.com.au/insights/marketing-mix-modelling-imperfect-data/ Tue, 06 Sep 2022 00:00:00 +1000 Most organisations delay marketing mix modelling until their data is tidy. That wait is usually unnecessary, and often permanent. Why last-click attribution quietly killed your brand budget https://www.holisticanalytics.com.au/insights/why-last-click-killed-brand-budgets/ https://www.holisticanalytics.com.au/insights/why-last-click-killed-brand-budgets/ Thu, 18 Nov 2021 00:00:00 +1100 Last-click attribution was sold as accountability. What it delivered was a decade of budget drifting to the bottom of the funnel. Share of Search as a Predictive Measure https://www.holisticanalytics.com.au/share-of-search-as-a-predictive-measure/ https://www.holisticanalytics.com.au/share-of-search-as-a-predictive-measure/ Tue, 02 Mar 2021 00:00:00 +1100 Les Binet presents his analysis on the potential for search to predict market share. Is Share of Search (SoS) the Missing Link for Marketers? https://www.holisticanalytics.com.au/is-share-of-search-sos-the-missing-link-for-marketers/ https://www.holisticanalytics.com.au/is-share-of-search-sos-the-missing-link-for-marketers/ Wed, 10 Feb 2021 00:00:00 +1100 Share of Search is either marketing's most important metric or a measure that should not replace survey-based brand tracking. The Superbowl Spike https://www.holisticanalytics.com.au/the-superbowl-spike/ https://www.holisticanalytics.com.au/the-superbowl-spike/ Wed, 10 Feb 2021 00:00:00 +1100 What advertisers across beer, automotive and telecommunications actually got for a 30-second Super Bowl spot.