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Marketing Attribution

Apr 14
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Close-up photo of a GLP-1 weight loss injection pen representing growing consumer interest in AI search behaviour around medications like Ozempic and Wegovy.

AI Is Not Top of Funnel: What GLP-1 Search Data Reveals About the Full Buyer Journey

By AI & Search (GEO), Case Studies, Industry Commentary, PR Strategy No Comments
Americans are hungry to be thin. So much so that AI searches around GLP-1 drugs like Wegovy and Ozempic are outpacing queries for movies and TV across major LLMs, according to a landmark data set from Scrunch. While I find the preponderance of searches around GLP-1s sadly predictable, the analysis…
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Jan 19
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You Can’t Optimize What You Never Created: PR, Demand, and the 2026 Growth Gap

By Industry Commentary, Influencer & Performance PR, PR Strategy
“Our marketing spend has to focus on tactics that drive sales.” Well, sure. I get it. Unfortunately, it’s usually a synonym for, “We focus on bottom-of-funnel performance marketing tactics where attribution is easy.” For a few reasons, many consumer tech CMOs continue to define marketing effectiveness almost exclusively by activities…
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