An AI analyst can answer the wrong KPI perfectly
Define the decision, metric, scope and evidence before a fluent AI answer turns into a KPI. Includes a practical metric and question contract.
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Questions worth
measuring.
Practical guides and considered analysis on measurement, analytics and applied AI. Ideas you can use in the work, and questions worth taking back to your team.
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What you can actually measure about your visibility in AI search
Impressions, citations and visits answer different questions. Here is how to read the evidence without combining incompatible numbers.
Is AI actually saving time on your monthly marketing reports?
Compare the whole reporting process, including checking, corrections and approval. A practical guide with a blank comparison worksheet.
The work behind the writing
From the question
to the next decision.
My work connects stakeholder questions, measurement design, delivery and analysis. Explore the projects behind that practice.
Explore the case studies