Typically all non-human traffic was categorized as bot and used as a suppression audience for retargeting. Wondering how marketers are treating AI traffic?
I recently read The Martech Weekly’s piece (link in comments) on the 4 horsemen of measurement.
And in my view, 2 are draining budgets fastest:
"Measurement complexity & Data fragmentation."
Not because teams lack dashboards.
Because the underlying data is too fragmented to trust.
Here is what that looks like in practice:
Every platform tells a different story
-> Meta reports one version
-> GA4 shows another
-> Your CRM shows something else entirely
The customer journey is broken before analysis even begins
->Sessions do not connect
->Identifiers drop
->Attribution gets weaker with every handoff
Your team starts debating the numbers instead of acting on them
That is the hidden cost.
Not just messy reporting.
->Slower decisions.
-> Wasted spend.
-> False confidence.
This is why I believe "Measurement complexity" is usually a data foundation problem first.
You cannot simplify measurement if the data layer is fragmented from the start.
That is exactly where I focus.
I helped teams:
Perfect measurement is not the goal, but trusted measurement is.
Because when CMOs trust the data, they can move faster, allocate budgets more effectively, and stop managing marketing by guesswork.
Which of the 4 horsemen is creating the most friction inside your org right now?