GEO is adding another dimension to an already complex investment landscape. Where should marketers prioritize resources, and how do you balance…
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…
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…
Brand marketing remains under constant scrutiny—often the first to face cuts when budgets tighten. Why? This session will explore the persistent ch…
AI-driven search changes visibility from “Did we rank?” to “Are we included, cited, summarized, or recommended in the answer?” That matters because cu…
This webinar will tackle the ongoing debate between brand-building and performance-driven marketing, focusing on the attribution and measurement…
AI systems need to retrieve, interpret, and synthesize brand information before they can recommend it. Is AI visibility a content problem, a data…
AI systems can summarize, compare, recommend, omit, or mischaracterize a brand, often outside the brand’s direct control. That makes reputation m…
The practical question is not whether brands can control AI answers, but whether they can influence the sources, structures, and signals AI systems…
Marketing investment is under more scrutiny than ever, and every decision carries greater weight. This session explores how brands and their partners…
Today’s sports sponsorships are far from the original logo slap. Sponsorship is now a highly effective channel for growing brands through authentic c…
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