Beyond Clicks: Measuring Decision Distance in AI Search with Giulia Panozzo

Clicks, rankings and traffic tell us what happened, but do they explain why someone chose one brand over another?
In this episode of Everything Digital, Laura Smith speaks to neuroscientist turned marketer Giulia Panozzo about Decision Distance: the gap between the motivations driving a customer’s decision and the messages a brand communicates.
They explore why traditional SEO metrics only tell part of the story, how brands can identify genuine decision drivers, and what it takes to balance audience relevance with brand distinctiveness in the age of AI search.
Read Giulia's Search Engine Journal article here: https://www.searchenginejournal.com/the-metric-most-seos-are-still-not-measuring-in-the-age-of-ai/584027/
Find out more about Distinctiveness Intelligence here: distinctivenessintelligence.ics-digital.com