The challenge of balancing between brand and performance is probably as old as marketing itself. While many marketers realize that both are essential for a successful marketing strategy, they usually find it challenging to align internally behind a common approach and common understanding of how these two marketing approaches drive growth. We will explore these approaches and highlight specific case studies, including results that show how brand favorables activate at a 6x rate versus non-favorables.

Our 9th annual State of Multi-Touch Attribution study sheds light on the latest trends, challenges, and opportunities in marketing measurement. Explore budget allocation trends, strategic priorities, measurement pain points, the evolution of MTA, and the impact of AI on attribution.