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Measurement, attribution and the practical side of analytics. Written for the people who have to defend a budget.
Your buyers are building shortlists inside AI assistants before they reach a search results page. Here is a method for measuring whether you appear in those answers, built the way we would build any measurement system.
Plenty of organisations have a CTO who understands the systems producing their data. Far fewer have anyone whose job is to say what should be done wit…
12 August 2025
Most measurement stops at the effects it can see inside a reporting period. The effects that compound sit outside it, which is why they get argued abo…
21 March 2024
Signal loss was treated as a tracking problem with a tracking solution. Framed that way, the fixes are all temporary, because the constraint is regul…
14 June 2023
The most common reason a business gives for not modelling its marketing is that the data isn't ready. In our experience that judgement is wrong far mo…
6 September 2022
Digital measurement promised to end the argument about which half of your media works. Instead it answered a much narrower question very confidently, …
18 November 2021
Les Binet's analysis on the potential for search data to predict market share, and what it means for planning.
2 March 2021
Whether Share of Search earns its place alongside Share of Voice and Share of Market.
10 February 2021
What a single televised event reveals about how search demand responds to mass-reach media.
10 February 2021