{"id":116712,"date":"2024-12-27T13:26:37","date_gmt":"2024-12-27T18:26:37","guid":{"rendered":"https:\/\/www.dacgroup.com\/?page_id=116712"},"modified":"2026-09-03T15:50:14","modified_gmt":"2026-09-03T20:50:14","slug":"blog","status":"publish","type":"page","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/","title":{"rendered":"Blog"},"content":{"rendered":"\n<style>\n    :root {\n        \n                    --regular-image-url: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Insights-header-hero.png');\n        \n            }\n<\/style>\n\n\n<header id=\"blog-hero-internal\" data-role=\"blog-hero-block\">\n    <div class=\"blog-hero-breadcrumb container max-1448\">\n        <a href=\"https:\/\/www.dacgroup.com\/en-gb\/\">DAC<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/\">Insights<\/a>    <\/div>\n    <div class=\"text-content\">\n\n            <h1 class=\"title\">\n            The DAC Blog        <\/h1>\n        \n                    <div class=\"description-container\">\n                <p class=\"description\">\n                    Stay informed with actionable insights, expert strategies, and innovative ideas to drive your marketing success                <\/p>\n            <\/div>\n        \n    <\/div>\n<\/header>\n\n\n<script>\n    window.see_all_label = 'SEE ALL';\n    window.encodedPosts = [{\"id\":165553,\"title\":\"ChatGPT Ads: An emerging opportunity, but not yet a performance replacement\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/en-gb\\\/insights\\\/blog\\\/paid-media\\\/chatgpt-ads-emerging-consideration-opportunity\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Paid media\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/en-gb\\\/insights\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Zhenya Brisker\",\"publishedDate\":\"September 16, 2026\",\"read_time\":\"7 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/ChatGPT-Ads-Blog1-875x438-1.jpg\"},{\"id\":165075,\"title\":\"The free token lunch is over. Good.\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/en-gb\\\/insights\\\/blog\\\/analytics\\\/the-free-token-lunch-is-over-smarter-ai-economics\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Proove Analytics\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/en-gb\\\/insights\\\/blog\\\/analytics\\\/\"}],\"related_info\":{\"author\":\"Dan Temby\",\"publishedDate\":\"September 03, 2026\",\"read_time\":\"6 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Free-Token-Lunch-Blog1-875x438-1.jpg\"},{\"id\":163947,\"title\":\"Latest innovations in Google AI Overviews: How to get your content cited\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/en-gb\\\/insights\\\/blog\\\/search-optimization\\\/google-ai-overviews-how-to-get-content-cited\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Search 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advertisers\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/en-gb\\\/insights\\\/blog\\\/paid-media\\\/social-media-age-restrictions-brands-advertisers\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Paid media\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/en-gb\\\/insights\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Jenna Watson\",\"publishedDate\":\"July 03, 2026\",\"read_time\":\"8 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/Social-media-age-restrictions-Blog1-875x438-1.jpg\"},{\"id\":162470,\"title\":\"AI won\u2019t fix bad customer data: Why CRM readiness comes first\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/en-gb\\\/insights\\\/blog\\\/analytics\\\/ai-wont-fix-bad-customer-data-crm-readiness\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Proove Analytics\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/en-gb\\\/insights\\\/blog\\\/analytics\\\/\"}],\"related_info\":{\"author\":\"Ruchika Dhunna\",\"publishedDate\":\"June 25, 2026\",\"read_time\":\"8 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/AI-wont-fix-bad-customer-data-Blog1-875x438-1.jpg\"},{\"id\":162257,\"title\":\"What should CMOs demand from a media partner today?\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/en-gb\\\/insights\\\/blog\\\/strategy\\\/what-cmos-demand-from-media-partner-today\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Strategy\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/en-gb\\\/insights\\\/blog\\\/strategy\\\/\"}],\"related_info\":{\"author\":\"Nasser Sahlool\",\"publishedDate\":\"June 04, 2026\",\"read_time\":\"9 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     <\/div>\n\n                <div class=\"main-post-content-container\">\n                    <div class=\"main-post-topics\">\n                                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/\" class=\"topic-item\">\n                                Proove Analytics                            <\/a>\n\n                                                    \n                    <\/div>\n\n                    <a class=\"main-post-title\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/when-hitting-the-kpi-hurts-the-business\/\">\n                        When hitting the KPI hurts the business                    <\/a>\n\n                    <div class=\"post-related-tags\">\n\n                                                    <div class=\"post-date\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 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         November 08, 2026                            <\/div>\n                        \n                                                    <div class=\"post-author\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"white\" \/>\n                                        <path\n                                            d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\"\n                                            stroke=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                Gavin Bowick                            <\/div>\n                        \n                        \n                        \n                    <\/div>\n\n                    <div class=\"main-post-text-content\">\n                                                 <p>\n                            On 19 October 2026, San Francisco 49ers quarterback Brock Purdy became the NFL&#8217;s all-time leader in career passer rating. His fifth pass against Washington took him past the 1,500 attempts needed to qualify, and he entered the record books at 105.6, almost three points clear of two-time MVP Lamar Jackson. For the 49ers, this is good news. Passer rating is one of the most widely quoted measures of quarterback performance, and the team has built its offence around Purdy. If you sat on the board, a record like this is exactly the number you would want to see on the dashboard. His own coach may be less impressed by the statistic. Kyle Shanahan has called passer rating overrated. What he praises Purdy for is a willingness to do things that lower his rating when they help the team: throwing the ball away rather than taking a sack, or, when the team is behind, attempting the risky pass that might be intercepted because the safe one won&#8217;t win the game. Purdy says much the same. He doesn&#8217;t finish games checking whether his rating cleared 100; he asks whether he did his job for his teammates. That is the lesson for any organisation that sets KPIs. Purdy has the best passer rating in history partly because he isn&#8217;t playing for it. A quarterback judged and paid on passer rating alone would have every reason to play differently, and worse. An accurate number can still point the wrong way Passer rating combines completion percentage, yards per attempt, touchdown rate and interception rate. It is an accurate summary of passing outcomes. But it has two limitations that matter. First, it credits the quarterback with other people&#8217;s work. A perfectly placed pass can be dropped. A short throw can become a long gain through the receiver&#8217;s skill. Protection, play design and the opposition all move the number. Second, it leaves things out. Sacks don&#8217;t count against it. A quarterback who holds the ball and takes a sack keeps his rating intact; one who throws it away to avoid the sack is charged with an incomplete pass. On this measure, the worse decision looks better. None of this makes passer rating wrong. The calculation is correct. The trouble starts when an accurate number is asked a question it can&#8217;t answer, such as &#8220;who is the best quarterback?&#8221;, or when it becomes the thing a player is rewarded for. When a KPI becomes the job Once a measure determines pay, promotion or budget, it stops being an observation and becomes an instruction. People will improve the number. Usually that means doing the job better. Sometimes it means finding a cheaper route to the number, and the cheaper route usually runs through whatever the measure can&#8217;t see. This happens at every level of a business: A media campaign manager judged on cost per acquisition finds the cheapest conversions come from people who were about to buy anyway: existing customers, brand searchers, recent site visitors. Reported efficiency improves. Additional sales may not, and spend drifts away from the prospecting that builds future demand. A CMO reporting attributed revenue sees it rise as the attribution model claims credit for sales that would have happened without the marketing. A CFO meets a cost reduction target through postponed maintenance or cheaper, less reliable suppliers. The costs return later, somewhere else in the accounts. A head of HR sees time-to-hire fall as roles are filled with the fastest available candidate, and attrition rise a year later. A customer service team measured on average handling time gets customers off the phone sooner, and the same customers call back. In each case nobody has been dishonest. They have done what the measure asked of them. The failure lies in the choice of KPI, not in the people pursuing it. Start with the question, not the available number KPIs often earn their place because they are familiar, easy to report or standard across an industry. Those are practical advantages, but they don&#8217;t establish whether a measure suits a particular decision. Monitoring the health of the business, diagnosing a problem, evaluating an initiative and assessing someone&#8217;s performance are different purposes. Revenue is essential to the first and almost useless on its own for the last. Before choosing a KPI, decide what you want to understand and what action the answer will inform. It also helps to separate observing an outcome from attributing it. Profit, revenue and retention have many causes. That breadth makes them valuable indicators of how the business is doing, and unreliable verdicts on any single team. A sales team can perform well while revenue falls because supply constraints stop orders being fulfilled. Match the measure to the responsibility Performance measures should reflect the contribution a person or team is expected to make. That doesn&#8217;t mean measuring people only on what they fully control; shared commercial goals stop departments hitting their targets while the business misses its own. It means being explicit about how each team&#8217;s work connects to the result. One test is worth applying to any KPI before it is attached to a target: if someone improved this number without improving the business, how would they do it? If the answer comes easily, the measure needs a counterweight. Compare like with like Passer rating also shows how comparisons mislead. Passing has become far more efficient over the decades, so recent quarterbacks dominate the list. Jimmy Garoppolo and Tua Tagovailoa rank above Joe Montana and Dan Marino, and Steve Young is the only one of the top 25 whose career began more than 30 years ago. Few would argue Garoppolo was the better player. Business KPIs drift in the same way. Inflation, seasonality, changes in product mix and shifts between channels can all move a number without any change in underlying performance. Conversion rates for everyday consumables and for expensive, considered purchases reflect different buying decisions, not just different advertising. Revenue per employee varies with business model and outsourcing. The 1,500-attempt threshold carries a lesson too. Small samples swing wildly, which is why the NFL won&#8217;t rank a quarterback until he has thrown enough passes. A campaign judged on its first week, or a new hire on their first month, deserves the same caution. Know when a KPI isn&#8217;t enough When the question is &#8220;did this work?&#8221;, no KPI answers it alone. If a campaign, a price cut and wider distribution all launch in the same quarter, a rise in sales can&#8217;t be credited to any one of them by choosing a cleverer metric. Attribution needs a measurement approach. A controlled experiment or holdout test can estimate an initiative&#8217;s effect directly. Where that isn&#8217;t practical, well-chosen comparisons and statistical models can provide evidence, provided their assumptions and uncertainty are stated. The strength of the claim should match the strength of the evidence. Build a balanced set Effective measurement usually pairs an outcome with evidence about its drivers and a check on unintended consequences. A cost target needs a quality measure. A growth target needs a profitability measure. Cost per acquisition needs an incrementality test. Time-to-hire needs twelve-month retention alongside it. American football analysts already work this way, reading passer rating alongside measures such as expected points added per play. The aim is a small, coherent set that rewards the behaviour you actually want, rather than one universal score. Five questions to ask before setting a KPI What decision will this number inform? Does it reflect the contribution of the people judged on it, or an outcome they share with others? What does it leave out, and could someone improve it by making that worse? Are the comparisons like for like? What evidence would we need before acting on it? Purdy&#8217;s record is genuine, and the 49ers are right to celebrate it. But the most telling detail is that the player at the top of the list is one who doesn&#8217;t play for it. The best KPIs are the ones your people can pursue wholeheartedly, because improving the number and improving the business are the same thing. At DAC, we help brands connect marketing measurement to business outcomes, combining analytics, experimentation, and strategic insight to understand not just what happened, but what actually drove results. Want to know more? Let\u2019s talk.                        <\/p>\n                    <\/div>\n\n                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/when-hitting-the-kpi-hurts-the-business\/\" class=\"custom-cta\">\n                        Read More                    <\/a>\n                <\/div>\n\n            <\/div>\n\n            \n            <div data-role=\"related-content-list\" class=\"max-w-1400\">\n            <div class=\"cards-row\">\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/10\/Home-Garden-ABM-Blog1-875x438-1.jpg\" alt=\"From search to showroom: Turning home &#038; garden inspiration into projects\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/home-garden-search-to-showroom-customer-journey\/\">From search to showroom: Turning home &#038; garden inspiration into projects<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    October 27, 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Ruchika Dhunna\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Ruchika Dhunna                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/insights\/blog\/strategy\/\">Strat\u00e9gie<\/a> |                                                                     <a href=\"https:\/\/www.dacgroup.com\/insights\/blog\/strategy\/\">Strategy<\/a> |                                                                     <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/\">Strategy<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/10\/Local-Shopping-Blog1-875x438-1.jpg\" alt=\"Did the marketing campaign fail\u2014or did the local network fail to convert?\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/did-the-marketing-campaign-fail-or-did-the-local-network-fail-to-convert\/\">Did the marketing campaign fail\u2014or did the local network fail to convert?<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    October 02, 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Ahmed Aden\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Ahmed Aden                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\">Paid media<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/08\/AI-Search-Local-Choice-How-Restaurant-Brands-Win-Location-by-Location-Blog1-875x438-1.jpg\" alt=\"AI Search, Local Choice: How Restaurant Brands Win Location by Location\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/ai-search-local-choice-how-restaurant-brands-win-location-by-location\/\">AI Search, Local Choice: How Restaurant Brands Win Location by Location<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    September 17, 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Kyle Harris\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Kyle Harris                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/\">Local Search<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                            <\/div>\n\n            <div data-role=\"email-subscription-container\" class=\"w-100 email-area\">\n                <div class=\"form\">\n                    <div class=\"d-flex flex-column text-content\">\n                        <h4>\n                            Stay Forward                        <\/h4>\n                        <p class=\"subtitle\">\n                            Get exclusive insights into digital <br class=\"d-none d-lg-block\">media&#8217;s top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.                        <\/p>\n                    <\/div>\n\n                    <div data-role=\"form-group\">\n\n                        <form data-newsletter-form class='custom-hubspot-form' id='hubspot_form_6af2c31fc1439'>\n        <div class='d-flex input'>\n            <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n            <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n        <\/div>\n        <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n        \n        <p class='hubspot-status' id='hubspot_form_6af2c31fc1439_status'><\/p>\n    <\/form>\n    <script>\n    document.addEventListener('DOMContentLoaded', function() {\n        var loadedAt = Date.now();\n        var form = 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(form.querySelector('[name=\\'cf-turnstile-response\\']') || {}).value || '',\n                    elapsed: Date.now() - loadedAt,\n                    pageUri: window.location.href,\n                    pageName: document.title\n                })\n            })\n            .then(response => response.json().catch(function() { return {}; }).then(result => {\n                if (response.ok && result.success) {\n                    \/\/ Status element should already be properly defined, but fallback to form-specific element if needed\n                    if(!statusElement) {\n                        statusElement = document.getElementById('hubspot_form_6af2c31fc1439_status');\n                    }\n\n                    if(statusElement) {\n                        statusElement.textContent = \"Form submitted successfully!\";\n                        statusElement.style.color = 'green';\n                        statusElement.style.paddingTop = '10px';\n                        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          <\/button>\n\n                    <\/div>\n\n                <\/div>\n            <\/div>\n\n        <\/div>\n    \n    \n        <div data-role=\"topic-filter-container\" class=\"max-w-1400\">\n            <h5>\n                Explore all DAC blog posts            <\/h5>\n\n            <p>\n                Discover expert perspectives and actionable ideas to optimize your marketing strategy today.            <\/p>\n\n                            <div data-role=\"topic-filter-search\">\n\n                    <label for=\"open-filter-button\">\n                        Filter by topic                    <\/label>\n\n                    <div class=\"filter-button-row flex-wrap\">\n                        <button class=\"topic-button\" :class=\"activeType == 'all' ? 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'active' : ''\"\n                                @click=\"setActiveType('local-search', 'Local Search')\"\n                            >\n                                Local Search                            <\/button>\n                                                    <button\n                                data-index=\"3\"\n                                style=\"transition-delay: 150ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'strategy' ? 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