News
Traffic Down, Revenue Up: What Mattered This Week
Organic traffic is falling while revenue holds, AI-visibility tools are multiplying, and agencies are consolidating. One shift connects all three.
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Tag: marketing measurement
Marketing simplified
The 70-20-10 Marketing Budget Rule (And 4 Alternatives)
How the 70-20-10 budget split works, what the experimental 10% actually buys in rupees, and four alternatives that fit better when it doesn't.
News
The dials are gone: what mattered in marketing this week
AI Overviews expand on the fly, agents get a way to act inside websites, and bad data gets exposed. Four threads, one shift, and what to do about it.
News
Google Answers More, Links Less: The Week in Marketing
Longer AI search queries, generated interfaces, distrusted budget data and creator fit over follower count — four threads, one underlying shift.
Marketing simplified
MMM vs Attribution vs Incrementality: When to Use Which
Attribution steers daily decisions, MMM sets budgets, incrementality proves causation. A plain-language decision framework, with a comparison table.
Marketing simplified
Media Mix Modeling Explained: How MMM Actually Works
A plain-language guide to media mix modeling: what MMM measures, how the regression works, worked numbers in INR, and how it differs from attribution.
News
AI Search Got an Ad Stack — and Attribution Fell Behind
ChatGPT ads matured, Nielsen moved on DoubleVerify, and trust became a gating factor. Four threads from this week, and what each one changes for your plan.
News
The Week AI Stopped Being a Tool, Became a Channel
Chatbot ads, product feeds and AI crawler controls all pointed the same way this week: AI is now a channel you buy and rank in, not just a tool you use.