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Latest from Voices

A magnifying glass held over a ruled ledger, standing for scrutiny of AI visibility metrics.
Latest ·

We tested 60 AI search answers. Visibility was the easy metric. Value was not.

Repeated AI answers changed the recommended suppliers, exposed weak source transparency and gave us no evidence that visibility alone creates commercial value.

Chris Wheeler, Chief systems operator, C. Misselwitz & C. Wheeler letsrocc GbR
A man in a grey jacket crosses a narrow woven-grass rope bridge over a rocky gorge, representing the risk of optimising for short-term gain.

When AI Optimizes for Conversion, Customer Lifetime Value Pays the Price

AI can predict when consumers are most likely to buy. But when conversion algorithms exploit moments of vulnerability, they can undermine the customer lifetime value and brand trust they are designed to grow.

Lomit Patel, Growth & marketing leader
Pathsways going in different directions

The question your buyer asks decides whether your asset is the answer

Your brand asset can be accurate, sitting on a domain you control, and completely correct, and still not be the answer anyone gets. The gap between those two states has become a measurable thing, and it is not where most teams are looking.

Ipalibo Da-Wariboko, Founder & CEO, CULT+MATH
Rows of overlapping gold-painted scale-shaped relief tiles on a curved surface, evoking the layered costs hidden beneath a tempting free shipping offer.

Your Free Shipping Threshold Can Raise Conversion and Cut Contribution

When conversion rises and contribution falls, you've found a faster route to the wrong destination. This article sets out what to measure, which customers to isolate and what to decide before you test your threshold.

Chris Wheeler, Chief systems operator, C. Misselwitz & C. Wheeler letsrocc GbR
A blurred black-and-white tunnel converging on a bright white light at its centre, representing the risk of reconstructed customer identity from combined data.

Are You Giving Away Your Customers’ Identities?

Removing an identifier does not necessarily remove the identity. Identity is not always something you hand over; it can also be an output, produced when separate pieces of data are connected.

Dela Quist, Strategic advisor, writer & speaker, DQ Consulting
A silver pocket compass with a brass ring, its glass face shattered into spiderweb cracks, resting on a pale blue surface, symbolising misdirected attribution.

Why Your Attribution Model Might Be Measuring the Wrong Customer

Every attribution model assumes the person who converts is the person who drove the decision. In businesses where the buyer and the user are different people, that assumption quietly misdirects your budget. Here is how I found it at Tynker, and a three-step audit you can run.

Lomit Patel, Growth & marketing leader
Several glistening, clear blue ice cubes stacked in a pile, beaded with condensation, slowly melting, representing anonymity that erodes over time.

Can Customer Data Ever Be Truly Anonymous?

Anonymous today does not necessarily mean anonymous tomorrow.

Dela Quist, Strategic advisor, writer & speaker, DQ Consulting
A small seedling with four broad leaves pushes up through a wide crack in dry, deeply fissured earth, representing growth returning to depleted ground.

The Growth You Are Borrowing From Your Own Brand

Revenue tells you what a business earned this year. It does not tell you what it spent to earn it. Price-led growth is spent from an account nobody reports on.

Ipalibo Da-Wariboko, Founder & CEO, CULT+MATH
An orange rope frayed almost through, its two ends held together by a few thin strands against a dark background, standing for a customer relationship close to breaking.

The Business Cost of Turning Loyal Customers Into Transactions

Customer lifetime value tells businesses what a relationship is worth. Price equity can tell them when they’re putting that relationship at risk.

Lomit Patel, Growth & marketing leader
A heavy steel bank vault door, ajar and glowing with light at its rim, representing the hidden exposure that comes with opening up customer data to partners.

Do You Know What Data You’re Leaking to Your Partners?

With permission comes responsibility, not just for the data you collect, but for what happens after you share it.

Dela Quist, Strategic advisor, writer & speaker, DQ Consulting
Black-and-white rippling water reflecting distorted tall buildings, standing for the unclear picture that emerges before scaling AI.

Before You Scale AI, Diagnose What You’re About to Multiply

Your AI pilot can succeed while the commercial case for scaling it remains unproven. Before you commit more budget, establish whether it removes a constraint, moves the queue elsewhere or makes an expensive mistake easier to repeat.

Chris Wheeler, Chief systems operator, C. Misselwitz & C. Wheeler letsrocc GbR
Lomit Patel, Growth & marketing leader
In their words

“Customers rarely abandon a brand over a single bad transaction. They abandon it when enough transactions change what they believe about the relationship.”

Lomit Patel, Growth & marketing leader
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Voices is where operators, thinkers, researchers, founders, creatives and challengers make sense of what is happening in marketing right now.

What matters. What doesn’t. What others are missing. What needs challenging. And what comes next.

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