Join us Wednesday, August 21, Noon ET, for the fourth episode in our Making Marketing Accountable webinar series, featuring the visionaries elevating the role of the CMO and Marketing through financial accountability. Registration is FREE! Request your invitation from events@themasb.org.
EPISODE 3 Strategically Leveraging AI for ROI
Marc Glovsky, SVP Brand Strategist, Kantar; Jorge Alagon, Senior Director, Analytics Practice, Kantar,
& Graham Staplehurst, Director, Thought Leadership, Kantar BrandZ
Kantar analyzed 5.4B attitudinal data points for 21,000 brands in 540 categories and 25 markets, with 1.1B purchase data points for 20,000 brands in 100 categories, spanning 10 years to decode what drives brand growth and how to achieve it, profitably. The Blueprint for Brand Growth reveals growth accelerators for marketers that hold true for most brands and prove that penetration — the proportion of category buyers choosing a brand in a period — is strongly correlated with attitudes to brands. We’ll spotlight the R&D behind the Blueprint and the growth accelerators a brand should lean into depending upon its starting point; large, small, new or mature; short or long purchase cycle; your current category and future categories.
Request your invitation from events@themasb.org.
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PREVIOUS EPISODES
Strategically Leveraging AI for ROI ○ Venky Shankar
The Shortest Route to Sponsorship ROI is ROO ○ Sponsorium