The marketing measurement toolkit is more complex than ever—MTA, MMM, RCTs—all promising answers yet often delivering conflicting results. Thi…
Fifteen years ago, Jim Lecinski gave marketers a name for the decisive moment in every purchase: the Zero Moment of Truth — the instant a customer t…
Brand marketing remains under constant scrutiny—often the first to face cuts when budgets tighten. Why? This session will explore the persistent ch…
Marketing remains a critical driver of growth—so why isn’t it accounted for like other business assets? In this session, we dive into the obstacles fo…
AI systems can summarize, compare, recommend, omit, or mischaracterize a brand, often outside the brand’s direct control. That makes reputation m…
AI-driven search changes visibility from “Did we rank?” to “Are we included, cited, summarized, or recommended in the answer?” That matters because cu…
The practical question is not whether brands can control AI answers, but whether they can influence the sources, structures, and signals AI systems…
AI systems need to retrieve, interpret, and synthesize brand information before they can recommend it. Is AI visibility a content problem, a data…
GEO clearly overlaps with SEO, but it also changes the goal from ranking for clicks to being retrieved, synthesized, cited, and accurately…
The MMA Academy Mobile Expert Certificate Program 2. Consideration – Cooperative Moments and the Attention They Harness Explore the power of c…
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