Explore the newest trends and technologies shaping affiliate marketing, from AI-driven tools to innovative partnership models. This session will dive into strategies Lana and her team use for optimizing affiliate campaigns, navigating regulatory changes, and leveraging data for better performance. Attendees will gain actionable insights to boost their affiliate programs and stay competitive in a rapidly evolving digital marketplace.

• Embracing AI-driven tools to automate and optimize your affiliate marketing processes
• Focusing on building authentic relationships with micro and nano influencers
• Adapting to evolving attribution models by implementing multi-touch tracking to gain a comprehensive understanding of the customer journey and accurately measure affiliate contributions.
• Prioritizing transparency by providing affiliates with access to performance data and insights

Understanding the effectiveness of performance marketing in today’s multi-channel world requires a robust cross-channel attribution strategy. As customers interact with brands across diverse touchpoints—social media, email, paid ads, and more—measuring which channels truly drive conversions has become both a challenge and an opportunity. This panel will explore advanced attribution models, actionable strategies, and the latest tools to help marketers accurately measure performance, allocate budgets effectively, and maximize ROI. Expect to hear about: 

• Tracking multi-touch interactions to understand the full customer journey across paid, organic, and owned channels 
• Analyzing incremental value from different touchpoints to optimize media spend and maximize ROI 
• Leveraging advanced analytics and AI to gain deeper insights into cross-channel performance and user behavior 
• Aligning KPIs across channels to ensure consistent measurement and performance benchmarks 
• Optimizing budget allocation based on performance insights from attribution models to drive more efficient marketing

To stand out, content strategies must prioritize human-centric storytelling, emotional resonance, and authenticity, while leveraging AI to enhance creativity and efficiency. This panel will explore the latest trends and actionable strategies for crafting engaging, search-optimized content that resonates with audiences and drives meaningful results in the year ahead. Expect to hear about: 

• Leveraging your tech stack for search insights and data to better understand customer motivations and optimize content 
• Empowering content creators with AI tools like ChatGPT to enhance productivity without compromising authenticity or brand voice 
• Defining your brand’s USP, integrate visuals and video alongside text, and write with intent and clarity 
• Adapting to closed environments like Instagram and TikTok, where high-quality content is driving early-stage searches and brand interactions 
• Continuously assess content performance across formats, copy, and channels to refine your strategy based on real-time results