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How AI Marketing Makes Some Firms Dumber & Others Far Smarter: 6 Critical Factors For Competitive Advantage

Explains how firms are experiementing and succeeding with GenAI algorithms, foundational data overlays, prompts, KPIs and talent profiles for the best business results.

4 actions to future-proof marketing measurement

Brands that adopt measurement programs and test and learn can achieve up to 75% more in return-on-investment (ROI) gains than those that don’t, according to the latest report from Analytic Partners’ ROI Genome. This means that for brands that want to get ahead and futureproof for tomorrow, the winners will be those that are proactive rather than reactive in measuring their overall business beyond campaign performance.

Watch live on Sept. 29 at 12:30 p.m. ET: The advertising evolution: trends, truths and taking action

Driving customer loyalty with analytics and AI

eMarketer Podcast: What advertisers can learn from scenario planning

Advertisers have a lot of information to bring together to understand how to gain more market share for their business. Mike Menkes, senior vice president at measurement firm Analytic Partners, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what might happen if competitors increase spending while you hold your budget steady, how creative can boost video ad effectiveness, and how ads for one product often have a "halo" that extends to other products, as well.