Topic: performance measurement
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AI's True Value: Outcomes Over Adoption
The true value of AI in marketing lies in its ability to deliver measurable business outcomes, such as improved conversion rates and return on ad spend, rather than just technological adoption. Effective measurement requires defining specific performance questions, establishing baselines, and imp...
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Ditch Cost Per Conversion: Measure This Instead
Focusing solely on cost per conversion can limit growth, as the primary goal should be achieving a required volume of conversions, with cost being a secondary consideration. Efficiency metrics can be misleading, similar to an apple orchard where minimizing cost per apple leaves most of the crop u...
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Pilots, Not RFPs, Are the Future of Martech Selection
Traditional RFPs are outdated for marketing technology and creative operations due to their slow, rigid nature and inability to keep pace with fast-evolving digital environments. The lengthy RFP process introduces operational and competitive risks by causing delays, prioritizing cost over capabil...
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Get Your C-Suite Ready for the Agentic Web
The digital landscape is evolving as AI reshapes user interactions, requiring brands to cater to both human visitors and AI systems, which necessitates a fundamental rethink of marketing and technology strategies. Traditional SEO tactics are becoming less effective as AI-generated summaries and t...
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Measure Your CreativeOps Maturity & Unlock Performance
Creative Operations (CreativeOps) is essential for maximizing the value of marketing technology by providing the structure and processes needed to align creative output with business goals. Organizations can assess their CreativeOps maturity across five pillars—strategy, people, process, data, an...
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Craft a Winning Communication Plan (Free Templates)
A social media communication crisis can escalate quickly if not managed with a clear, documented plan that includes timely and aligned responses. Effective communication plans improve customer satisfaction, brand reputation, and cost efficiency by guiding how, when, and where to share critical in...
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Google Ads Integrates Web & App Campaigns with New Features
Google Ads is introducing new features to unify web and app advertising, simplifying workflows and improving performance measurement for marketers. Key updates include expanded Web to App Connect for YouTube, Hotel, and Demand Gen campaigns, plus unified conversions and combined performance overv...
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Chrome Update Boosts Web Vitals for JS-Heavy Sites
Google Chrome's latest update introduces the Soft Navigations API to track Core Web Vitals for JavaScript-heavy websites like SPAs, addressing gaps in performance measurement. The API enables metrics like LCP, CLS, and INP during dynamic content updates, solving challenges for frameworks like Rea...
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5 Proven Ways to Optimize Content for Perplexity AI
Perplexity AI prioritizes freshness, user engagement, and authoritative sources in its ranking system, so aligning content with these factors can enhance visibility and drive traffic. To optimize content, focus on high-impact topics like AI and technology, integrate semantic keywords naturally, a...
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Loop Marketing: Your AI-Era Growth Strategy Framework
Loop Marketing is a dynamic framework that integrates human creativity with AI to deliver personalized, scalable campaigns, addressing the fragmented, non-linear paths of modern consumers. It operates through a continuous cycle of four stages: Express (defining brand identity), Tailor (personaliz...
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77% of Sites Lost Visibility After Google's num=100 Update: Data
Google's removal of the num=100 parameter caused 87.7% of studied sites to experience a decline in impressions, reshaping SEO reporting and data interpretation. The change led to 77.6% of websites losing unique ranking keywords, with short-tail and mid-tail terms most affected, while rank distrib...
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17 Actionable Tips to Optimize for Generative AI
Search behavior is shifting towards generative AI interfaces, requiring content to perform well in both traditional search engines and AI-driven environments for visibility. AI-powered platforms like Google's AI Overviews and Bing Copilot rely on high-quality, well-structured content with clear c...
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Why Global Authority Fails: The E-E-A-T Gap Explained
A strong online presence requires building genuine local trust and authority, not just relying on a global brand name, as search engines prioritize region-specific E-E-A-T signals over international reputation. Global brands often fail in local markets because their content lacks local relevance,...
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Escaping the SEO Content Mill: A Strategic Guide
Effective SEO requires more than just content creation; it needs a holistic strategy that balances quality content with technical health and authority building to avoid bloated, ineffective websites. Key strategic shifts include conducting content audits to prune low-value pages, re-evaluating go...
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