The main job of brand advertising is to influence future buyers, making them more likely to buy a brand in a future buying situation. But how do you measure and optimize brand advertising for a purchase that may not happen for quarters or years?

Our approach leans on decades of research into ad effectiveness and applies those lessons to the measurement of three key components, which together neatly form the acronym "CMO." Learn the fundamental equation for how advertising works and understand how to optimize your brand advertising to hire more talent and generate more meetings and leads.

Actionable tactics you can apply after this session:

A mental model to measure and convey the value of brand investment

Creative metrics marketers should track and optimize to grow their brand

Media effectiveness metrics marketers should track and optimize to grow their brand