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.
What six months of measuring my own AEO visibility actually showed
I tracked my own AEO visibility for six months. FAQ schema and verbatim question matching didn't move it, and the reason isn't the content.
People - the True Heart of Decent Marketing
My talk at The Marketing Meetup's Cambridge chapter argued that AI visibility is a brand problem, not a content problem, backed by 5,095 real citation checks showing two published articles that never moved a single query they were written for.
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.