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Study

The State of Brand Marketing Accountability

What do the marketers who successfully defend brand budgets actually do differently?
Brand marketing faces increasing pressure to demonstrate ROI. Over the past two years, budgets have shifted toward performance—driven by an increased focus on measurable outcomes. This trend is expected to continue. Meanwhile, confidence in brand measurement is low, leaving most marketers unable to defend brand investments when budgets tighten.
Attribution
MTA

The State of Brand Marketing Accountability

Brand marketing faces increasing pressure to demonstrate ROI. Over the past two years, budgets have shifted toward performance—driven by an increased focus on measurable outcomes. This trend is expected to continue. Meanwhile, confidence in brand measurement is low, leaving most marketers unable to defend brand investments when budgets tighten.
Released: 
March, 2026
File Size: 
2.4 MB
Education Section: 
Research, Trends Reports
Region: 
Global
Framework

The Information Search Marketing Framework

ISM includes paid and organic promotion in traditional search, as well as new, AI-based mechanisms.
AI
Marketing Organization

The Information Search Marketing Framework

ISM includes paid and organic promotion in traditional search, as well as new, AI-based mechanisms.
Released: 
March, 2026
File Size: 
66 KB
Education Section: 
Guidelines
Region: 
Global

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2026 CMO AI Transformation Summit JOHANNESBURG MAY 20

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Agenda

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Monday, March 16, 2026

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