For years, <\/span>traffic<\/b> has been one of the main indicators used to interpret <\/span>demand<\/b> and assess the effectiveness of marketing activities. The assumption was relatively simple: the more people reach a brand\u2019s touchpoints, the greater the opportunities to generate conversions and revenue.<\/span><\/p>\n Today, this relationship requires a more articulated interpretation. The spread of <\/span>generative AI<\/b> systems is changing the way people search for information, compare alternatives and make purchasing decisions. An increasing share of the interactions that influence demand develops before access to a company\u2019s <\/span>owned touchpoints<\/b> and, in some cases, without such access occurring at all.<\/span><\/p>\n In this scenario, traffic continues to represent an important metric, but it loses part of its ability to independently explain the performance of <\/span>revenue<\/b> and the evolution of demand.<\/span><\/p>\n For more than twenty years, digital marketing has built a large part of its <\/span>measurement models<\/b> around what was observable: impressions, clicks, visits and conversions.<\/span><\/p>\n The growing spread of <\/span>generative AI<\/b> systems is putting pressure on this relationship. The change involves the channels through which people search for information and the environments in which evaluations, comparisons and preferences are formed.<\/span><\/p>\n Organizations therefore face a significant challenge: distinguishing between what is easily <\/span>measurable<\/b> and what actually generates <\/span>value<\/b>.<\/span><\/p>\n Users ask for recommendations, compare products, explore features and build preferences before even reaching a website or an owned touchpoint.<\/span><\/p>\n An increasing part of the <\/span>customer journey<\/b> therefore develops in environments that exert a significant influence on decisions, leaving a smaller amount of signals compared to traditional digital journeys.<\/span><\/p>\n Traffic remains a fundamental metric, but it represents an increasingly limited portion of the set of factors that contribute to the <\/span>formation of demand<\/b>.<\/span><\/p>\n Relying predominantly on this indicator to interpret market interest therefore risks providing a partial representation of the phenomena currently taking place.<\/span><\/p>\n This evolution also directly impacts <\/span>measurement systems<\/b>. When discovery, evaluation and part of the comparison process take place within <\/span>conversational systems<\/b>, the relationship between exposure and conversion becomes more difficult to observe.<\/span><\/p>\n Organizations therefore find themselves using <\/span>interpretative frameworks<\/b> developed to describe a customer journey different from the one that is emerging.<\/span><\/p>\n The central issue concerns the <\/span>quality of demand<\/b> that marketing activities are able to generate, intercept and transform into value.<\/span><\/p>\n In a context where part of the decision-making journey becomes less visible, measuring only the quantity of traffic risks placing on the same level visits with very different degrees of <\/span>intent<\/b>, <\/span>awareness<\/b> and <\/span>probability of conversion<\/b>.<\/span><\/p>\n The evaluation of performance therefore requires greater attention to the relationship between <\/span>quantitative signals<\/b>, <\/span>quality of interactions<\/b> and <\/span>economic results<\/b>.<\/span><\/p>\n It is becoming increasingly important to complement the analysis of individual channel performance with a broader understanding of <\/span>decision-making processes<\/b>, the <\/span>quality of generated demand<\/b> and the contribution that each touchpoint makes to the creation of value for the business.<\/span><\/p>\n The ability to connect <\/span>data<\/b>, <\/span>behaviors<\/b>, <\/span>context<\/b> and <\/span>economic results<\/b> represents one of the elements that will distinguish the most effective organizations in the coming years.<\/span><\/p>\n Artificial intelligence<\/b> is changing the way people build knowledge, evaluate alternatives and make purchasing decisions, introducing new levels of <\/span>intermediation<\/b> along the customer journey.<\/span><\/p>\n An increasing share of demand is formed in spaces that <\/span>traditional measurement models<\/b> struggle to capture.<\/span><\/p>\n In an ecosystem increasingly mediated by AI, the ability to <\/span>observe<\/b>, <\/span>interpret<\/b> and <\/span>measure<\/b> this space will represent one of the main <\/span>competitive advantages<\/b> for organizations and a strategic lever for connecting marketing to <\/span>business results<\/b>.<\/span><\/p>\n<\/body><\/html>","protected":false},"excerpt":{"rendered":" by Chiara Naldi, Business Strategy Director For years, traffic has been one of the main indicators used to interpret demand and assess the effectiveness of marketing activities. The assumption was relatively simple: the more people reach a brand\u2019s touchpoints, the greater the opportunities to generate conversions and revenue. Today, this relationship requires a more articulated…<\/p>\n","protected":false},"author":5,"featured_media":10640,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[39],"class_list":["post-10635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/10635"}],"collection":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/comments?post=10635"}],"version-history":[{"count":2,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/10635\/revisions"}],"predecessor-version":[{"id":10637,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/10635\/revisions\/10637"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/media\/10640"}],"wp:attachment":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/media?parent=10635"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/categories?post=10635"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}From Traffic to Demand: A Change in Interpretation Models<\/b><\/h3>\n
An Increasingly Distributed Customer Journey<\/b><\/h3>\n
The Limits of a Traffic-Based Reading<\/b><\/h3>\n
Pressure on Attribution Models<\/b><\/h3>\n
From Measuring Interactions to the Quality of Demand<\/b><\/h3>\n
From Monitoring Channels to Understanding Demand<\/b><\/h3>\n
A New Competitive Advantage for Marketing<\/b><\/h3>\n