In a zero-click world, your best marketing doesn't show up in your analytics
Hi, Jamie here,
Former England manager Graham Taylor's direct style of football came with an appealing statistic: most goals came from moves of three passes or fewer. Get the ball forward. Bypass the midfield. Score.
But the last three passes don't tell you everything that created the goal. You can count the finish and miss the work that made it possible.
I think a lot of marketing makes the same mistake. We give the striker all the credit and sack the midfield. And in a zero-click world, where AI answers the question before anyone visits your site, that gap matters even more.
I've written up what I mean, and what I think we should do about it. The post also includes one of the funniest, and most painful to watch, videos ever made about being England manager.
thanks
Jamie