Operations & Data

This page reorders the material of the other two sections for Digital / Web Analyst and CDP / Martech Ops. (Finance, HR, Procurement and Supply Chain fall under this bucket in principle but are not yet addressed by the corpus — a content gap to fill later, not invented here.)

What changes for operations & data

• Attribution breaks, but not as usually said. AI-influenced traffic arrives much less as “direct” (19.9% vs 38.8% of ordinary traffic) and much more as branded search (55.9% vs 40.4%): the user gets the recommendation in chat, then searches the brand on Google. Invisible to a last-click model. You need dedicated AI-referrer channel groups and an upstream measure of visibility in answers. See The customer journey shortens.
• 2026 official source. Since 3 June, Search Console offers Search Generative AI performance reports — impressions inside AI Overviews, AI Mode and generative Discover, for now impressions only. It integrates monitoring, does not replace it.
• The data ceiling of memory. Consent and minimisation against the expectation that “the system already knows who you are” is a martech decision shared with Product & Design. See Memory and context adaptation.

What you cannot decide alone

• What AI traffic is worth is an allocation decision with Marketing & Growth and the budget owner.
• The upstream measure of visibility depends on AI Visibility to exist as a function.