Research and analysis on how companies get found and chosen.
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Ideas · Explained · Research · Blog
First-touch, last-touch, and multi-touch attribution each answer a different question. Here is what each one credits, what it ignores, and when to use it.
Ideas
You can publish the sharpest idea in your category and watch it die in silence, while a competitor with an average idea and a real audience wins. Here is why.
You can publish the sharpest idea in your category and watch it die in silence, while a competitor with an average idea and a real audience wins. Here is why.
Every attribution model is a narrative choice dressed up as measurement. A look at why the numbers on your dashboard were assigned by people, not observed.
Every attribution model is a narrative choice dressed up as measurement. A look at why the numbers on your dashboard were assigned by people, not observed.
Most marketing advantages do not last. A clever channel gets crowded, a winning tactic gets copied, and the cost of every paid platform creeps up until the edge is gone.
Most marketing advantages do not last. A clever channel gets crowded, a winning tactic gets copied, and the cost of every paid platform creeps up until the edge is gone.
Sharp targeting and clever bidding now happen inside automated systems you do not control. Why the ad itself is the one variable still in your hands.
Sharp targeting and clever bidding now happen inside automated systems you do not control. Why the ad itself is the one variable still in your hands.
Explained
There is rarely a single decision maker in a complex B2B deal. A group decides, they often disagree, and knowing who sits in it changes how you sell.
There is rarely a single decision maker in a complex B2B deal. A group decides, they often disagree, and knowing who sits in it changes how you sell.
Brand and performance marketing get framed as rival camps fighting over budget. They work as two ends of one machine, and here is how they fit together.
Brand and performance marketing get framed as rival camps fighting over budget. They work as two ends of one machine, and here is how they fit together.
Marketing data used to flow freely. Browsers, regulators, and Apple closed that world, and the split between first-party and third-party data now drives.
Marketing data used to flow freely. Browsers, regulators, and Apple closed that world, and the split between first-party and third-party data now drives.
AI search feels like magic from the outside. You type a question, and a paragraph comes back that reads like a knowledgeable colleague wrote it, often with a few sources.
AI search feels like magic from the outside. You type a question, and a paragraph comes back that reads like a knowledgeable colleague wrote it, often with a few sources.
A plain-English reference and glossary for answer engine optimization, the work of getting a brand named and cited inside the answers AI tools give.
A plain-English reference and glossary for answer engine optimization, the work of getting a brand named and cited inside the answers AI tools give.
AEO wins a mention inside AI answers while SEO wins a click from a list. What actually changes, why it matters now, and where to put your effort.
AEO wins a mention inside AI answers while SEO wins a click from a list. What actually changes, why it matters now, and where to put your effort.
There is rarely a single decision maker in a complex B2B deal. A group decides, they often disagree, and knowing who sits in it changes how you sell.
Brand and performance marketing get framed as rival camps fighting over budget. They work as two ends of one machine, and here is how they fit together.
Marketing data used to flow freely. Browsers, regulators, and Apple closed that world, and the split between first-party and third-party data now drives.
AI search feels like magic from the outside. You type a question, and a paragraph comes back that reads like a knowledgeable colleague wrote it, often with a few sources.
Research
Most of what people believe about a brand is decided in places the brand cannot control, while budgets keep flowing to owned surfaces that are easy to measure.
Most of what people believe about a brand is decided in places the brand cannot control, while budgets keep flowing to owned surfaces that are easy to measure.
Most teams describe acquisition with one blended number. Why that average hides what each channel really costs and how to break the figure apart by channel.
Most teams describe acquisition with one blended number. Why that average hides what each channel really costs and how to break the figure apart by channel.
A good conversion rate depends entirely on what you are measuring and which industry you work in. Here is how to read benchmarks without fooling yourself.
A good conversion rate depends entirely on what you are measuring and which industry you work in. Here is how to read benchmarks without fooling yourself.
Most of what people believe about a brand is decided in places the brand cannot control, while budgets keep flowing to owned surfaces that are easy to measure.
Most teams describe acquisition with one blended number. Why that average hides what each channel really costs and how to break the figure apart by channel.
A good conversion rate depends entirely on what you are measuring and which industry you work in. Here is how to read benchmarks without fooling yourself.
Community discussion, especially Reddit, is one of the largest sources of citations in AI answers. Here is why that happens and where the work has to go.
From the blog
HubSpot leans toward ease and works right after setup, while Salesforce offers deep power and customization. The right pick depends on your team and needs.
HubSpot leans toward ease and works right after setup, while Salesforce offers deep power and customization. The right pick depends on your team and needs.
Most CRM advice asks which tool has the most features. For a small team the real question is which one people will actually keep updated and trust.
Most CRM advice asks which tool has the most features. For a small team the real question is which one people will actually keep updated and trust.
Google Ads catches demand that already exists while Meta Ads builds demand that does not. Here is how to decide where your next ad dollar should go.
Google Ads catches demand that already exists while Meta Ads builds demand that does not. Here is how to decide where your next ad dollar should go.
There is no single best AI visibility tool. The right pick depends on your situation, what you already run, and what you plan to do with the data.
There is no single best AI visibility tool. The right pick depends on your situation, what you already run, and what you plan to do with the data.
A practitioner's neutral comparison of Ahrefs and Semrush across keyword data, backlinks, rank tracking, audits, suite breadth and pricing.
A practitioner's neutral comparison of Ahrefs and Semrush across keyword data, backlinks, rank tracking, audits, suite breadth and pricing.
An operations-led comparison of Airtable and Smartsheet, covering flexibility, project management, scale, and who each tool actually fits.
An operations-led comparison of Airtable and Smartsheet, covering flexibility, project management, scale, and who each tool actually fits.
What AEO and AI visibility tools cost in 2026. Every published price from the vendors' own pricing pages in one table, from $29 a month to quoted enterprise tiers.
What AEO and AI visibility tools cost in 2026. Every published price from the vendors' own pricing pages in one table, from $29 a month to quoted enterprise tiers.
A working directory of tools and services for answer engine optimization and AI search visibility, describing what each one does and where it fits.
A working directory of tools and services for answer engine optimization and AI search visibility, describing what each one does and where it fits.
HubSpot leans toward ease and works right after setup, while Salesforce offers deep power and customization. The right pick depends on your team and needs.
Most CRM advice asks which tool has the most features. For a small team the real question is which one people will actually keep updated and trust.
Google Ads catches demand that already exists while Meta Ads builds demand that does not. Here is how to decide where your next ad dollar should go.
There is no single best AI visibility tool. The right pick depends on your situation, what you already run, and what you plan to do with the data.
