Is it just flat out weird that in an era of privacy breaches, meaning tech titans think you have none, they are hoarding results like it was the original bitcoin.
Absolutely excellent post. Really appreciate the thinking about metrics and measurement as well as approach.
I was a little concerned at the lack of reference to AEO in the first half, since that feels like it's got to be a giant component of what's driving the success here. But you nod to that briefly, so perhaps just a separate topic/discussion, or just semantics?
I'm also curious if you're thinking about the potential attribution impact of more buyer's journey happening in dark and/or search-adjacent channels, so that demand capture *might* take place more often in branded organic search? (Pulling over conversations/pipeline from paid, or other capture sources in general.)
I'm guessing that your overall acceleration might make that tough to suss out (champagne problems), but I'm definitely intrigued to hear about any other places besides non-brand organic that are dipping (or just acting differently) in your world.
Appreciate it! The fundamentals of the two operate similarly, but would definitely expand it into a separate conversation as they start to diverge past the foundation.
As for the attribution impact, this is why I’m glad we’ve already “seen this movie” with dark social. We know how the results are going to show up (more will come in via “direct” or “organic search” but stemming from the brand side vs. nonbrand side, like you said).
Is it just flat out weird that in an era of privacy breaches, meaning tech titans think you have none, they are hoarding results like it was the original bitcoin.
Hahaha it makes you wonder why/what they’re doing with that data to their benefit vs. ours
Love this!
Appreciate it!!
would love your thoughts on some of my stuff. follow me back I could DM you?
Absolutely excellent post. Really appreciate the thinking about metrics and measurement as well as approach.
I was a little concerned at the lack of reference to AEO in the first half, since that feels like it's got to be a giant component of what's driving the success here. But you nod to that briefly, so perhaps just a separate topic/discussion, or just semantics?
I'm also curious if you're thinking about the potential attribution impact of more buyer's journey happening in dark and/or search-adjacent channels, so that demand capture *might* take place more often in branded organic search? (Pulling over conversations/pipeline from paid, or other capture sources in general.)
I'm guessing that your overall acceleration might make that tough to suss out (champagne problems), but I'm definitely intrigued to hear about any other places besides non-brand organic that are dipping (or just acting differently) in your world.
Appreciate it! The fundamentals of the two operate similarly, but would definitely expand it into a separate conversation as they start to diverge past the foundation.
As for the attribution impact, this is why I’m glad we’ve already “seen this movie” with dark social. We know how the results are going to show up (more will come in via “direct” or “organic search” but stemming from the brand side vs. nonbrand side, like you said).