Summary In today's episode, I explain how to measure the success of your answer engine optimization strategies in a world dominated by zero-click searches. Here's what this means for you. You can accurately track which marketing channels drive customers to your business even when digital clicks disappear. You'll also learn these concepts: how free-text responses…
Summary In today's episode, I debunk the myth that anyone can track specific AI prompts for brand attribution. Here's what this means for you. You can avoid wasting money on tools that claim to track private AI user conversations. You'll also learn these concepts: why AI companies guard their user data, how synthetic queries fail…
Summary In today's episode, I explain the most reliable method for tracking AI tool traffic attribution. Here's what this means for you. You can identify exactly which AI models drive your business growth by using simple, direct human feedback. You'll also learn these concepts: why open-ended questions outperform unreliable analytics tools, how to leverage generative…
In today’s episode, you’ll discover the gold standard of attribution for marketers in an age of increasing privacy concerns. You’ll learn why traditional tracking methods are becoming less reliable and explore a powerful, yet often overlooked, alternative: simply asking your audience how they found you. I’ll explain how this straightforward approach, combined with the capabilities…
Mateo asks, “Question: Outlook on a “cookieless” ecosystem and traditional ad channels, like print, or OOH?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Machine-Generated Transcript What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the…
Kat asks, “What’s the most effective way to tackle incrementality for small businesses?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Got a question for You Ask, I’ll Answer? Submit it here! Subscribe to my weekly newsletter for more useful marketing tips. Find older episodes…
Suppose you’re like me and not the world’s best archer (or even a good archer). You own a variety of bow shapes and sizes, and you plink away at your target with them. Some bows are a little easier to score well with, others… not so much. But you practice and you get a sense…
Mabelly asks, “Whenever I think about attribution model, a question pop up. How we should deal with “the end of the 3rd party cookies”? How do you guys address this issue?” Third party cookies (or the lack thereof) and attribution models are two entirely separate things. So we’re talking about the same thing, let’s set…
Andrea asks, “How often are you changing your attribution modeling vs the change in organizational strategy?” An attribution model is something that’s mapped fundamentally to your sales and marketing strategy. It should change as you change strategy, or as your audience changes. First, let’s establish a baseline. Why do we need attribution models? Fundamentally, attribution…
One of the most important questions you can ask a prospective customer is one almost no one asks: How did you hear about us? (or its many variations, like “What made you come in today?”) is a question we don’t ask nearly enough. Why? Why don’t we ask this critical question, a question that is…
