Topic: measurement maturity
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SEO KPIs Failing? Here’s How to Fix Them
The core issue in SEO measurement is "metric debt," where traditional KPIs like rankings and clicks no longer reliably reflect business growth due to AI search, privacy changes, and zero-click results, creating a gap between reported data and actual value. To address this, SEO reporting must evol...
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Marketing Mix Modeling's Real Issue: Adoption, Not Tech
The primary obstacle for marketing mix modeling (MMM) is not technical but organizational, as companies often fail to act on insights due to outdated processes and a lack of continuous, integrated strategy. Effective MMM requires cross-functional ownership, transparent data practices, and faster ...
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