Marketing analytics

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Google says web traffic isn’t declining. Google Gemini and five other LLMs disagree.

Marketing analytics, Marketing artificial intelligence (AI), Million byte, Search marketing

Last week, Google published a blog post rebutting claims of declining website traffic from Google Search.  “Overall, total organic click volume from Google Search to websites has been relatively stable year-over-year,” the post said. “Additionally, average click quality has increased and we’re actually sending slightly more quality clicks to websites than a year ago (by […]

Google says web traffic isn’t declining. Google Gemini and five other LLMs disagree. Read More »

Out-of-the-box attribution concept

How to turn marketing attribution from a black box into a growth engine

Marketing analytics, Marketing attribution, Marketing automation, Million byte

Marketing attribution often feels like a black box. Budgets go out, deals come in — yet the connection between the two remains frustratingly unclear. This lack of visibility forces marketing teams into a defensive posture, spending more time justifying their existence than demonstrating their impact. Over time, this erodes credibility, sparks budget battles, and makes

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ACT letter blocks on wooden background

How and why awareness, confidence and trust drive GTM outcomes

B2B marketing, Marketing analytics, Million byte

Every go-to-market leader is chasing higher close rates, larger deals and faster velocity. What if those outcomes aren’t simply the result of better product-market fit or sharper pricing strategy — but the causal effects of three deeply human psychological states? Welcome to the world of ACT: Awareness. Confidence. Trust. I’ve spent 15 years working with

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Why it’s time to treat AI referrals as their own channel in GA4

Google Analytics 4 (GA4), Marketing analytics, Marketing artificial intelligence (AI), Million byte, Search marketing

AI is changing how people discover and navigate websites. Visitors arrive from chatbots, generative answer boxes and virtual assistants instead of traditional search — but GA4 buries most of this traffic under “Organic Search” or “Referral.” That makes it impossible to see AI’s impact on discovery, engagement and conversion. Creating a dedicated AI channel exposes

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Last-click attribution in digital marketing

If you want better outcomes, stop relying on last-touch attribution

Digital advertising, Marketing analytics, Marketing attribution, Million byte

You’ve likely been here: after launching a thoughtful, multichannel campaign — podcasts, CTV, social video, gaming, DOOH — your analytics dashboard credits a single retargeting ad for the conversion. All the other moments — the podcast that sparked interest, the video that built trust, the game that created connection — vanish from the story. It’s

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A conceptual image of a woman standing at a branching path under shifting skies, each path labeled with floating probability percentages

Why good marketers think in probabilities, not certainties

Marketing analytics, Marketing management, Million byte

Probabilities drive decisions. A company that’s 80% certain there’s a viable market for a new product will act very differently from one that’s only 20% certain. Still, probability can be hard to grasp. It’s vague — a bit like beauty. We may not define it precisely, but we recognize it when we encounter it. We’re

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