For decades, marketers have been obsessed with measuring activity. Clicks Impressions Open rates Cost per lead Website traffic While those metrics still have value, they no longer tell the full story. In my opinion, marketing measurement is undergoing the most significant transformation I've seen in my career. As AI reshapes how consumers discover information and how buyers make decisions, marketers must evolve from measuring activity to measuring influence, trust, and busine

Are you ready for AEO? For more than two decades, Search Engine Optimization (SEO) has been the foundation of digital marketing. Businesses have invested heavily in optimizing websites, targeting keywords, earning backlinks, and creating valuable content to climb Google's search rankings. But the way people search for information is changing rapidly. Today, millions of users are asking questions directly of AI platforms like ChatGPT, Google AI Overviews, and Microsoft Copilot

Marketing teams, leaders, and the Board of Directors all love metrics. Dashboards are filled with colorful charts, trend lines, percentages, and engagement numbers. Weekly meetings often center on reporting these figures, and executives are bombarded with data points intended to show progress. The problem? Many organizations spend more time measuring activity than measuring business impact. While marketing metrics are important, they only have value when they help us understa