B2B Marketing Measurement*
An updated marketing measurement framework, now with a layer for AEO and GEO performance built in.
Ben Rees - 12 September 2025
- Now with added AI
Measuring the performance of marketing departments has always been a primary objective for marketing leaders. There have been many models and proposals for how to do this, most of which I've used over the years.
But now there is an added dimension - how well is your AEO and GEO optimisation going? What do you need to add to your quarterly deck? The attached is my suggestion, based on work I have done before, but now with a small update for AI.
Testing whether I should reuse old content
I fit a hierarchical Bayesian model to test whether retitling old content for AI citation works, and a robustness check collapsed the one clean result it found.
My AI visibility went from zero to 26% in six weeks. The one category still at zero is the one this post is about.
Six weeks after publishing a zero-appearance rate across every AI platform, most categories moved. The one still at zero is AI Search Visibility itself.
I am invisible on every AI platform. Here is the data.
For ten weeks I ran an AI visibility measurement system across ChatGPT, Gemini, Copilot, and Perplexity. My appearance rate for non-branded queries is zero. Here is what the data actually shows.
There Are Two Kinds of AI Memory
New bjrees.com tracking data shows branded AI visibility holding steady for months while topical visibility decays in 6-7 weeks - confirming the AEO decay-curve hypothesis with real numbers.