There are dozens of interrelated on- and off-site metrics. There are hidden factors like Quality Score and competitor activity.There are unquantifiable, fuzzy influences like user intent and ad quality.

With so much competition from online aggregators, search engine results pages (SERPs) are a difficult terrain to conquer for companies that are ironically often featured on those very comparison sites.

Many popular brands are using activations to build popularity and give the consumer an experience that will make them feel a real personal connection to the company.

For many organisations, the goal of turning customer experience (CX) into a competitive advantage means recreating themselves.But the inherent challenges aren’t enough to deter businesses from trying.