The Blog

SEO & GEO

We have built a custom solution to the biggest challenge in destination marketing right now - AI Search Visibility

22 July 2026

See what AI tools say about your destination or experience today, then improve it. Our custom solution makes your visibility in AI search measurable across the customer journey, then gives you a plan to improve it.

SEO & GEO

Your destination is being recommended in AI. Can you see it?

21 July 2026

The trip now gets planned inside a chat, and most destinations have no way to see how they show up there. A GEO playbook for tourism boards, regions and luxury destinations: what to measure, and where to start this week.

SEO & GEO

Can you measure GEO, and does it work?

16 July 2026

GEO is measurable when prompts, citations, accuracy, access and commercial outcomes are tracked together. See how Data Story measures AI search in NZ.

Customer Journey

You can't do good marketing with AI until your data is organised for it

16 July 2026

Destination and Experience

The tourism journey is too long to measure by gut

16 July 2026

Customer Journey

Why customer journey mapping for retention matters as much as acquisition

8 July 2026

Most annual plans are a stack of channel targets. The strongest ones start with how a customer moves through the business, then build the targets around it.

SEO & GEO

How to measure your brand in AI search

3 July 2026

Discovery has moved to AI, and most measurement has not caught up. How to see how your brand shows up in ChatGPT and Google AI Mode, and connect it to revenue.

SEO & GEO

Mention, share of voice, citation, source share: the GEO metrics that matter, and why they're not the same thing

30 June 2026

A GEO report scores you on two layers, named and sourced, and asks two kinds of question, did it happen and how much was yours. Four numbers, easy to confuse, and aiming at the wrong one can burn a quarter.

Paid Media

How to Set a Paid Ad Budget That Can Flex

23 June 2026

A paid budget should be built backwards from a goal and the price you'll pay for each conversion, then left free to follow demand. Here's how to set ad spend with intent, and measure it against your own data, not the platform's.

Strategy

We transitioned the agency to operate out of AI. Here's what broke and what we learned

23 June 2026

When a client emailed to scale back because they were using AI in-house, we moved the whole agency to work out of Claude Code. Here's what broke, what we learned, and why good strategy matters more than ever as execution gets commoditised.

SEO & GEO

Google just changed how customers find you

21 May 2026

Google I/O 2026 reframed Search around background agents, generative interfaces, and in-search transactions. Here's what that shift means for how customers find you, and the questions marketing leaders should be asking now.

Analytics

From chaotic reporting to data-led decision making

25 November 2025

Most marketing reporting breaks down long before anyone opens the monthly slide deck. Here's how to turn fragmented metrics into a clear, actionable story.

Customer Journey

Understanding your customer journey

26 March 2025

Purchasing is a decision that happens over time. By breaking that journey into key moments — and measuring them — you give your marketing the focus it needs to actually move the needle.

Destination and Experience

Data For Strategy in Tourism Marketing

26 March 2025

Effectiveness is doing the right things; efficiency is doing things right. This is about data for strategy — the eight metrics that tell you where to focus to grow a tourism business.

Email

Avoid the Spam Folder: Why Your Email Reputation Matters

26 March 2025

Around 45% of emails go to spam. Your sender reputation decides whether yours make the cut — here's how IP and domain reputation work, and how to fix a bad one.

Advertising

Third-Party Cookies: Adapting to a New Era in Online Advertising

26 March 2025

Chrome holds 66% of browser market share and is phasing out third-party cookies. Here's what's changing, what it means for your ad performance, and how to prepare your tracking stack.

Destination and Experience

Strategy and Execution for Tourism Marketing Leaders

26 March 2025

A retainer-based, data-driven approach for tourism marketing teams: comprehensive analysis, clear annual goals, tactical execution, and monthly reviews that compound into real ROI.

Destination and Experience

Tourism Digital Marketing in 2025: What's Working and What's Not

1 March 2025

The tourism marketing landscape has shifted dramatically. AI-driven search, changing booking windows, and the collapse of third-party data are reshaping how visitors find and book experiences. Here's what the data from our tourism clients tells us.

Analytics

The Complete Guide to Data-Led Marketing in 2025

15 February 2025

Most businesses collect more data than they know what to do with. This guide walks through how to build a marketing function that actually uses it — from analytics foundations to full-funnel attribution.