The Blog
Guides, perspectives, and original research from the Data Story team, covering analytics, paid media, SEO, CRM, and the tourism industry.
SEO & GEO
How to measure your brand in AI search
3 July 2026
Discovery has moved to AI, and most measurement has not caught up. How to see how your brand shows up in ChatGPT and Google AI Mode, and connect it to revenue.
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SEO & GEO
Mention, share of voice, citation, source share: the GEO metrics that matter, and why they're not the same thing
30 June 2026
A GEO report scores you on two layers, named and sourced, and asks two kinds of question, did it happen and how much was yours. Four numbers, easy to confuse, and aiming at the wrong one can burn a quarter.
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Paid Media
How to Set a Paid Ad Budget That Can Flex
23 June 2026
A paid budget should be built backwards from a goal and the price you'll pay for each conversion, then left free to follow demand. Here's how to set ad spend with intent, and measure it against your own data, not the platform's.
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Strategy
We transitioned the agency to operate out of AI. Here's what broke and what we learned
23 June 2026
When a client emailed to scale back because they were using AI in-house, we moved the whole agency to work out of Claude Code. Here's what broke, what we learned, and why good strategy matters more than ever as execution gets commoditised.
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SEO & GEO
Google just changed how customers find you
21 May 2026
Google I/O 2026 reframed Search around background agents, generative interfaces, and in-search transactions. Here's what that shift means for how customers find you, and the questions marketing leaders should be asking now.
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Analytics
From chaotic reporting to data-led decision making
25 November 2025
Most marketing reporting breaks down long before anyone opens the monthly slide deck. Here's how to turn fragmented metrics into a clear, actionable story.
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Customer Journey
Understanding your customer journey
26 March 2025
Purchasing is a decision that happens over time. By breaking that journey into key moments — and measuring them — you give your marketing the focus it needs to actually move the needle.
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Tourism
Data For Strategy in Tourism Marketing
26 March 2025
Effectiveness is doing the right things; efficiency is doing things right. This is about data for strategy — the eight metrics that tell you where to focus to grow a tourism business.
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Avoid the Spam Folder: Why Your Email Reputation Matters
26 March 2025
Around 45% of emails go to spam. Your sender reputation decides whether yours make the cut — here's how IP and domain reputation work, and how to fix a bad one.
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Advertising
Third-Party Cookies: Adapting to a New Era in Online Advertising
26 March 2025
Chrome holds 66% of browser market share and is phasing out third-party cookies. Here's what's changing, what it means for your ad performance, and how to prepare your tracking stack.
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Tourism
Strategy and Execution for Tourism Marketing Leaders
26 March 2025
A retainer-based, data-driven approach for tourism marketing teams: comprehensive analysis, clear annual goals, tactical execution, and monthly reviews that compound into real ROI.
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Tourism
Tourism Digital Marketing in 2025: What's Working and What's Not
1 March 2025
The tourism marketing landscape has shifted dramatically. AI-driven search, changing booking windows, and the collapse of third-party data are reshaping how visitors find and book experiences. Here's what the data from our tourism clients tells us.
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Analytics
The Complete Guide to Data-Led Marketing in 2025
15 February 2025
Most businesses collect more data than they know what to do with. This guide walks through how to build a marketing function that actually uses it — from analytics foundations to full-funnel attribution.
Read articleThe framework behind the work
How we turn data into strategy, layer by layer.