Marketers are under more pressure than ever to prove ROI and make smart decisions about budget allocation. From digital to in-person, every channel competes for attention and investment, but how do household-name brands decide what actually moves the needle?

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Our panelists will share their thoughts on evaluating and optimising marketing investments, with real-world lessons from their most impactful campaigns. Expect insights on:
 

• Setting clear objectives: brand lift, lead generation, and direct sales

• Evaluating which channels earn more budget, and why

• Designing activations that don’t just engage, but convert

• Data capture, attribution, and proving ROI across channels

• Lessons learned: what worked, what didn’t, and how to adapt spend for the future

• Making the case internally for shifting or increasing investment
   

With 74% of consumers more likely to buy after meaningful brand interactions and 85% reporting stronger affinity, the right allocation strategy isn’t just about being everywhere, it’s about knowing where your spend creates lasting impact.