Mastering Marketing Effectiveness: How to Unlock Value Today & Thrive in the Future
There has been significant focus on the role of AI in the marketing effectiveness industry and the impact that it will have on our business. Much of the focus has been on the ability for AI to generate quality insights at speed; however, there has been limited mention on what marketing organizations should be doing now to prepare for what’s to come.
In this session, we will discuss:
- The current state of the marketing effectiveness industry and how organizations can unlock greater value from their measurement program
- The greatest opportunities for AI to unlock even more value from marketing
- What organizations should be doing today to maximize the benefits of AI as new opportunities and capabilities emerge
You will leave this session with a better understanding of how to balance marketing effectiveness program needs, including: upskilling, training, and change management to unlock growth now and into the future.
Speakers:
Shawn O’Neal, CEO of Americas, Gain Theory
Melanie Huet, President, Brand Management and Innovation, Newell Brands”