Attribution has become one of the most debated topics in modern marketing. Entire teams, tools, and budgets are built around answering a single question: Which channel gets the credit? When attribution models don’t give a clean answer, the instinct is to assume something is broken. The data must be wrong. The tracking must be incomplete. […]

Brand isn’t a campaign or a tagline.
It’s the pattern AI recognizes across your product, experience, and behavior. Here’s why modern brand strategy is about signals, not statements.

As discovery becomes more AI-driven, momentum matters more than precision. This article explains why direction, continuity, and compounding signals now outperform one-time optimization.

As marketing journeys become more complex and AI-driven, understanding what influenced an action is no longer enough. This piece explores why pairing attribution with momentum creates a clearer picture of real growth.