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Insights

Our view on data and AI.

Short, reasoned pieces on behaviour, data and AI, and what to do with them tomorrow.

Reviews of the number 3 on the mapmiddle value across 17 citiesHairdresser264Dentist172Car garage135Estate agent93Roofer79Plumber61Removals49Electrician42Painter24Window cleaner19Gardener13Accountant13Carpenter7all trades: 49Local search4 min readThe map decides: what 340 local searches showAnyone in the Netherlands looking for a tradesperson almost always sees three businesses on a map first. How many reviews it takes to be there differs thirtyfold by trade.Value of the signalTime →Action by the systemAction after the reportMeasurehand-overUnderstandhand-overDecidehand-overActData and decisions4 min readThe gap between data and actionCompanies measure more than ever, yet most insight stays stuck in a dashboard. The gain lies in what happens after the report.Customer questionOwn siteBusiness profileReviewsTrade mediaForumsModel weighsAnswernamedClarityOutside proofReal questionsFreshnessVisibility5 min readGetting named by AI: how generative search choosesMore and more buying journeys start with a question to an AI assistant. Whoever is in the answer gets considered. Whoever is not, does not exist for that customer.Separate systemsWebsiteCRMAccountingAdsEmailOne data layerModelsActionsData layerSiteCRMFinanceAdsMailData architecture4 min readOne data layer under marketing, sales and operationsMost companies do not lack tools; they lack coherence. A shared data layer turns separate systems into one memory.