Data-driven strategies, expert analysis, and actionable tactics for e-commerce growth. From Google Ads optimization to Marketing Mix Modeling.
David is a comprehensive AI Content Intelligence system designed to challenge the model of mass, impersonal content production by emphasizing strategic direction and alignment with business objectives.
As large language models (LLMs) evolve into a primary source of information, the way brands appear within them is becoming increasingly important. Today, the game is changing. It is no longer enough to rank first on search engines. What truly matters is convincing AI systems to recommend your brand as the top choice.
In an environment where available data is growing exponentially and marketing channels continue to multiply, businesses are challenged to answer one critical question: which investments truly deliver results? As Dimitris Bachtsevanis, Director of Performance & Partner, explains, “The need for reliable models that transform data into actionable insights is more critical than ever.”
AI-powered search is changing what “visibility” means: answers are synthesized, sources are compressed into citations, and low-quality content can re-enter the ecosystem as if it were truth. For performance teams, this creates a new risk—optimizing for a system that may be trained on the very noise we’re producing. The fix isn’t to publish less; it’s to publish with proof, structure, and measurement designed for AI retrieval and human trust.
The phrase sounds like folk wisdom until you run a business on it. In marketing, putting all your eggs in one basket translates to something specific and quantifiable: concentrating your growth dependency on a single channel — usually paid, usually on one platform — in a way that turns every platform-level risk into an existential one. The game in 2026 is not finding the one channel that performs. It is building a portfolio of channels that compound together.
ChatGPT has spent the last two years becoming the first place many users go when they have a real question. Now it is opening up to advertising placements — and the performance marketing playbook has to evolve with it. Unlike social feeds or traditional search result pages, ChatGPT is an intent-first environment: users do not scroll, they ask. That shift changes what targeting looks like, what creative has to do, and how performance gets measured.
Apostolos Ouzounis, Director of Business & Strategy at Omnicliq, represented the team at E-commerce Berlin Expo — the largest event for online business in Europe. Over two days he met leading brands, dug into the latest performance marketing trends, and gathered valuable insights on where the digital market is heading next.
The Search & Discovery Awards recognise the professionals who combine technical know-how, strategy, and creativity to put brands in front of the right audience at the right moment — turning search into choice and visibility into business growth. In a world where Search evolves at breakneck speed and Discovery extends beyond search engines into AI answer layers, social discovery, and contextual surfaces, the need for substantive brand visibility is more critical than ever.
Search used to have one answer layer: the list of blue links on Google. Measurement was straightforward — you ranked, or you did not. That world is already gone for a significant share of users. With roughly 34% asking LLMs daily for real answers, a non-trivial portion of brand-related traffic, consideration, and purchase intent now flows through AI systems that summarise the web instead of linking to it. And yet most brands cannot answer a simple question: are we even cited in those summaries?
In this guide we walk through, step by step, how to set up a complete revenue tracking system using Google Tag Manager (web) and sending data through a Server-Side GTM container, so that every purchase lands in a MySQL database and you know your e-shop revenue in real time. The goal is not to build yet another report — it is to have an independent purchase record in your own database, so the real revenue stays visible even if GA4, Google Ads, Meta Ads, or any other tool runs into a problem.
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