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.
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.
Brand is how you impact GEO
Brand impact has always been hard to measure. Generative engines, which have to synthesise a point of view, finally make it visible.
Making decisions in a Bayesian world
Most marketing decisions can't be A/B tested. Bayesian logic, combining prior knowledge with whatever data you do have, fills the gap.
What a 2019 NLP paper tells us about getting recalled by AI
What a 2019 BERT paper by Petroni et al. reveals about how AI models store and recall facts - and why most brand content is optimised for the wrong thing.