Marketers have long faced a familiar challenge: buyer behavior evolves faster than the systems designed to measure it. From the early days of social media and influencer marketing to today’s rise of AI-assisted discovery, marketing leaders are often asked to invest in emerging channels before clear attribution models exist. As organizations place greater emphasis on marketing as a revenue-driving function, the question becomes less about perfect measurement and more about making disciplined decisions with imperfect data.
In this members-only webinar, academic researchers and industry practitioners will explore how marketers evaluate new channels through a revenue lens. Using examples such as AI-assisted search alongside other emerging discovery behaviors, the conversation will focus on identifying early signals of impact, interpreting partial data, and building credible internal cases for investment when the ROI story is still unfolding. The session will offer practical perspectives to help marketers navigate uncertainty while keeping revenue outcomes at the center of decision-making.
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This Webinar is Exclusively for AMA Members
Speakers
Christian Schulze
Associate Professor of Marketing, Frankfurt School of Finance & Management
Alice Li
Associate Professor of Marketing, Ohio State University
Nadia Davis
VP, Marketing, CaliberMind
Jessica Murphy
VP, Global Marketing Strategy & Operations
Hasbro