Brand marketing is a primary driver of growth, but its impact is complex. While signals like consideration can be tracked quickly, the ultimate success metric, sales, often takes months to materialize. This time lag creates a strategic blind spot where marketers lack the certainty to know if their creative, planning, and media investments are engineered to win.
In this session, HMM Chief Strategy Officer Avinash Kaushik delivers an evidence-based blueprint to secure performance before you spend. We move past the "wait and see" approach to brand building. By applying a scientific lens to human behavior, Avinash will demonstrate how to pre-test for resonance, balance the tension between immediate impact and long-term equity, and calibrate media weights with mathematical precision.
You will learn:
Avinash Kaushik, Chief Strategy Officer at HMM, is a best-selling author and a world-renowned authority on AI-driven marketing and incrementality-centric measurement. A former Google Marketing Evangelist, he is the architect of the See-Think-Do-Care framework, used globally to align customer joy with corporate profit. View his credentials and bio here.
Join Human Made Machine and Ad Age on May 7th to learn how the world’s most progressive brands use data to eliminate guesswork and convert high-risk ideas into high-probability successes.