Metrics, attribution, AI-era measurement gaps
What do Netflix, Hermès, UHNW brands, and a Las Vegas restaurateur have in common? It’s a pattern that helps explain why strong brands stop being chosen. Last week, Hub Entertainment Research published an analysis of Netflix by Brandon Katz. Subscriber growth is strong, total viewing is up, and streaming continues to take share. But time…
The Rise of AI Visibility Metrics In recent months, AI visibility metrics have become a focal point in marketing discussions. As AI-generated responses reshape how people discover brands, it’s natural to ask how often your brand appears and whether that visibility is rising or falling. That leads quickly to practical questions: What should we measure?…
New research on AI-generated brand recommendations is a canary in the coal mine for how AI is reshaping marketing measurement in real time. Rand Fishkin of Sparktoro just published an analysis showing that AI tools, including LLM-based systems, are wildly inconsistent when generating AI-generated brand recommendations. Identical prompts, run repeatedly through the same model, produce…