Notes on AI-era marketing.
Practical guides on AI search visibility, incrementality testing, AI agents, budgets and measurement. No hype, no fluff, sources linked.
AI search visibility (GEO)
GEO: how to get ChatGPT and Perplexity to recommend your brand
A practical GEO playbook: how AI assistants choose which brands to recommend, how to measure AI visibility, and the fixes that move it.
Read the guide →Free AI visibility checklist for ecommerce brands
A free checklist to make sure ChatGPT, Gemini, Claude, Perplexity and Google describe your store accurately: crawl access, product data, shipping, returns, reviews.
Read the guide →GEO vs SEO: what changes when your buyers ask AI first
GEO vs SEO: how AI assistants choose sources, what stays the same, what changes, how to measure AI visibility, and the first five things to fix.
Read the guide →Measurement, incrementality and budgets
How to run a matched market (geo) incrementality test in Canada
Step by step: geo incrementality testing in Canada, from choosing provinces, CMAs or postal-code regions to power analysis, running the test and reading iROAS.
Read the guide →iROAS vs ROAS: why your best campaign might be your worst
ROAS counts sales near your ads; iROAS counts sales your ads caused. Formulas, a worked example, how to measure incremental ROAS and use it for budgets.
Read the guide →Budget allocation by marginal return: a CFO-friendly guide
Why allocating marketing spend by last year's plan or average ROAS leaves money on the table, and a test-based method finance teams can sign off on.
Read the guide →Measurement after cookies: a pragmatic stack for mid-sized companies
Chrome kept third-party cookies, but tracking still got harder. A practical, privacy-first measurement stack for mid-sized companies in Canada.
Read the guide →AI agents and campaign operations
AI agents for Google Ads and Meta: what to automate and what not to
Which Google Ads and Meta tasks to hand to AI agents, which to keep human, and the guardrails that prevent expensive mistakes. A practical guide.
Read the guide →How to give AI agents a job in your marketing team (without losing control)
A simple framework for your first marketing AI agents: the right jobs, a job description, owners, guardrails, approvals and a 30-day review.
Read the guide →Is AI recommending your competitor?
Find out how ChatGPT, Gemini, Claude and Perplexity describe your brand today, and what to fix first.