Patrick Danial, CTO and Co-Founder at Terakeet chats about the various ways in which advertisers and marketers can optimize customer and brand journeys with AI and predictive workflows in this MarTech Series Interview:

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Tell us about Terakeet’s journey in 2024 – key enhancements that we should know of?

We’ve focused on solving the problem that, due to today’s evolving digital landscape, brands often fail to understand and engage their target audiences effectively.

Over 2024 and early 2025, we’ve invested in cutting-edge technology and proprietary models, researched emerging technologies, and refined our strategy. Now, we’re turning that progress into action—scaling our advancements to drive even greater market differentiation and consumer connections for the brands we serve.

A key milestone in our journey: Terakeet was awarded a patent for Total Addressable Market (TAM) and Clustering Analysis by the U.S. Patent Office on December 31, with a second patent for Projection Modeling pending. These innovations solidify our unique ability to help brands connect with their audiences through a single, scalable strategy.

We’d love the inside details of your new proprietary Total Addressable Market (TAM) analysis tool and how it’s set to be an enabler for marketers?

Our proprietary Total Addressable Market (TAM) analysis tool is designed to go beyond traditional search data by providing a comprehensive, data-driven roadmap for brands to engage their most valuable audiences. By analyzing real user behavior, competitive landscape insights, and Google’s evolving ranking signals, our tool delivers a multi-dimensional view of market opportunities which can be leveraged by expert marketers to build more impactful strategies.

Unlike conventional keyword research, which often relies on surface-level volume metrics, our TAM analysis scores brand positioning potential across business and product lines by assigning query intent and forecasting competitive advantage. This approach enables brands to precisely align content strategies with the way audiences search and how search engines prioritize results.

More importantly, our technology eliminates the guesswork in organic search investments by identifying high-impact content opportunities that drive measurable business outcomes. Through predictive modeling and advanced clustering, we help brands optimize their digital presence at scale, ensuring they remain relevant as search ecosystems evolve.

With our system, brands can prioritize where to compete, align their content with customer needs, and improve return on investment—all while maintaining a consumer-first, data-backed approach to digital marketing. Terakeet’s TAM analysis is a true enabler for marketers, equipping them with actionable intelligence to drive growth in an increasingly competitive landscape.

Why should modern marketers and advertisers be more attentive to using intent through search terms to dovetail efforts in 2025?

Search intent data offers a real-time, data-driven understanding of what audiences truly want—not just what they search for on the surface. Unlike traditional demographic or interest-based data, which can be static, dishonest, or outdated, search intent data is behavior-driven. It reveals why consumers are searching, what stage they are in their buying journey, and how they engage with content. This allows brands to align their marketing strategies with the ways audiences search and how search engine algorithms display results, ensuring higher engagement, stronger conversions, and more effective customer acquisition.

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What can modern marketers do differently to scale outbound efforts and optimize how they offer deeper relevance in campaigns using other tactics in 2025?

A TAM can only get brands so far. To drive acquisition, brands must perform advanced clustering to organize and filter massive datasets into more actionable segments, contextualizing opportunity analysis at scale. This builds a Serviceable Addressable Market (SAM), which focuses on the keywords and opportunities most relevant to client offerings. It gives brands a focused starting point to build high-impact content that continuously positions the brand as a relevant and visible resource as online search evolves.

A few thoughts on the future of marketing and martech in your view?

As audience targeting and predictive analytics continue to evolve, brands that strategically invest in AI-driven optimization will have a distinct competitive edge. The key is to use AI as a strategy, not just a solution—leveraging it to uncover insights faster, create hyper-relevant content, and personalize customer interactions at scale. Those who embrace AI with a data-first approach will not only enhance efficiency but also build deeper consumer trust and brand affinity in our digital-first world.

One of the most significant emerging trends is generative engine optimization (GEO)—a fairly new discipline that allows brands to influence how AI systems generate content about them. Similar to SEO, GEO focuses on ensuring that AI tools, including chatbots and generative search experiences, pull from authoritative, brand-owned sources. Terakeet’s early data suggests that brands can control up to over half of AI-generated outputs, proving that AI-generated narratives and visibility are not entirely out of their hands. And, as our research indicates, inclusion in Google’s AI Overviews can drive significant web traffic, so it’s an imperative strategy for brands to prioritize.

Some thoughts on how you are seeing AI empower better marketing flows and cycles? 

AI is fundamentally transforming marketing workflows, making them more efficient, data-driven, and customer-centric. Traditional marketing cycles, which often relied on static data and manual optimizations, are now being augmented by AI-powered automation and predictive analytics. By reducing marketers’ time spent on manual tasks and increasing the precision of targeting and content delivery, AI is helping brands shorten marketing cycles while improving overall effectiveness.

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