Browsing: Measuring

Marketing has always had a measurement gap. Dark social, word-of-mouth, a podcast mention that sparks a wave of branded search—none of these show up cleanly in a dashboard. Teams have always learned to adapt with incomplete data, fill in the gaps with proxies, and make do. Generative Engine Optimization (GEO) attribution feels familiar, but with…

Companies tend to measure AI productivity by how much faster an individual can complete a task, but this approach can miss where AI is actually creating value. As AI takes on more managerial and administrative work, organisations should Chief Product Officer at Quickbase, look at whether teams are making better decisions, catching risks earlier, communicating…

Your brand is built by what customers experience, not what marketing says. That makes understanding — and fixing — the everyday interactions shaping customer perception as important as any campaign, creative, or brand guideline.

Why the most valuable analytics KPI isn’t dashboard adoption—it’s Decision Confidence.

For the past two decades, we’ve let our success be defined by clicks, impressions, click-through rates, rankings, and everything else that Google would throw our way. Then came AI, and all of a sudden we started paying attention to new metrics like brand citations, prompt coverage, and conversions from AI referrals, among many others that…