Audience research over funnel metrics: where your buyers actually pay attention
Why they're worth your time
He is unusually willing to publish numbers that undercut the standard playbook, including his own company's. Read him for how to find where a specific audience already spends attention, and for a sober view of what attribution can and cannot tell you.
Background
Rand Fishkin co-founded and led Moz for seventeen years, then founded SparkToro, an audience research tool, and published his startup memoir Lost and Founder. He and Amanda Natividad have argued the zero click case: that most search and social platforms now keep the click, so marketing has to be measured and planned differently. He publishes original research on search and social behaviour that has been cited widely, including by regulators.
