1. What role does real-time data play in optimizing digital marketing performance across web and mobile?

Many businesses rely on first-party data, typically available in real time or with minimal delay, in order to optimize their performance]. However, businesses don’t operate in isolation—you need market context, competitor insights, and consumer behavior trends to understand why your metrics are shifting and how to respond. This is where market intelligence comes in.

Traditionally, this data was siloed, delayed, and lacked actionability. Now, real-time insights enable brands to react instantly to shifting demand and competitor moves. For example, during the 2024 U.S. elections, Similarweb observed a surge in crypto-related searches, followed by increased downloads and engagement in crypto trading apps like Robinhood. The app even rebranded itself in the App Store to "Now with Election Market" on November 3rd—an agile response to market needs. That’s one reason Robinhood was able to outperform competitors on important measures of engagement such as daily stickiness (the ratio of daily to monthly usage) and sessions per user.

2. How does unifying web and app analytics help businesses create a more comprehensive digital strategy?

Consumers interact with brands across multiple touchpoints - web, mobile apps, and offline channels. A customer might see an ad on TV, search for the brand on Google or ChatGPT, download the app from the store, and then make a purchase. For example, email marketing may drive users to a website, where a promo code encourages app activation. And of course these days we are observing referrals from AI-driven platforms like ChatGPT influence user journeys as well.

Without a holistic view, businesses miss critical insights and unique opportunities to acquire customers and generate revenue. It can be easy to misinterpret market trends or business performance – for example, a decline in website traffic might not indicate a market downturn but rather a shift toward mobile app adoption. Similarly, tracking loyalty program sign-ups in an app alongside segment-level website traffic provides a fuller picture of customer behavior. Understanding both web and app data is key to an effective digital strategy.

3. What challenges do companies face when integrating cross-platform data insights, and how does your solution address them?

The biggest challenge to integrating cross platform insights is data normalization - ensuring fair comparisons between web and app metrics. Web visits and app sessions aren’t identical, as app sessions often reflect deeper engagement. To bridge this gap, we provide frameworks and dashboards that align engaged web visits with app interactions, making cross-platform analysis more accurate and actionable.

4. How does AI improve the accuracy of app performance benchmarking and competitive analysis?

AI is a game-changer in market intelligence. By processing petabytes of data, Similarweb enhances estimation models for competitor benchmarking, delivering more precise insights than ever before. We leverage AI to analyze and categorize customer reviews, automatically clustering feedback into key themes providing a fast and detailed understanding of user sentiment. We’re also continuously integrating AI-powered insights to accelerate decision-making and improve competitive intelligence products, working on AI agents right now, so stay tuned!

5. What key KPIs should brands track to optimize mobile and web experiences?

The right KPIs depend on your business goals. If you’re looking to increase engagement, consider focusing on metrics like daily stickiness (daily active users comapred with monthly active users for apps, and the ratio of daily visitors to monthly visitors for the web), time spent per user, exclusive and returning visitors on website, app ratings, sentiment trends, and retention on apps. For customer acquisition efficiency, we would consider a different set of KPIs such as  paid traffic versus bounce rate on web, and store downloads versus 30-day retention for apps.

When integrating market intelligence with your first-party data, it's important to put absolute numbers into context. Calculate your share within the market and compare it to competitor averages. It’s also valuable to analyze the performance of top players in your category. By aligning KPIs with your business objectives, you can build a more effective optimization strategy. Enriching your data with full market context not only shows how you're performing - it also helps explain why it’s happening and what actions you can take.

6. How can businesses use predictive analytics to anticipate trends in user engagement and behavior?

Similarweb provides daily behavioral insights and can even get down to the hourly level for keyword trends data. On the other hand, historical trends have great predictive value—seasonal patterns, advertising spend from market leaders, consumer demand shifts, and broader economic sentiment, all of which contribute to better forecasting. By layering these insights, businesses can anticipate trends and proactively adjust their strategies.

1. How can brands craft authentic narratives that cut through digital noise and resonate with their target audience? 

In a world where information spreads in seconds, one wrong move can turn into a full blown crisis. Your brand is your blueprint. It should be real and clear. Today, people are drowning in digital noise, and that will not buy you an audience. Ditch the marketing fluff, your brand needs to bring something that actually strikes a chord. 

If you ask me how we can do that, I can give you three rules I share with my clients. Number one, drop the jargon and talk like a real human. Cut the corporate language and polished messaging. Just do the real talking. You don't want to sound like a robot, right ?

Secondly, own your voice. That very element is your brand’s face. If the consistency feels like a mismatched collage, people won't know what to trust. Lastly, and my personal favourite - make it about them. People are frivolously searching for a brand that gets them like their best friend. And just like that, share stories they can put themselves in. Remember, they're not looking for just ‘another’ one in the market. 

To answer this question, the solution is simple. When your brand sounds like a corporate memo, it tends to get ignored. Spill the real story, and people will listen. That’s how you stand out. 

2. What role do emerging platforms (such as metaverse, Web3, and AR/VR) play in shaping the next wave of branding? 

Honestly, Web3 and the metaverse aren't just futuristic concepts anymore. If you think about it, they're already shifting how we live, work and connect. When there’s a hype, there exists skepticism too. From what I infer, brands that sit back and wait will miss the moment. 

Leaders need to do a deep scan of their businesses and customers. They need to ask questions like Where Web3 can actually add value, or how businesses can thrive using VR, AR and collaborate seamlessly. This is an interesting fact - people are already socialising in virtual spaces, buying digital fashion and attending concerts in game worlds. 

If brands want to stay ahead and cut through, they need to experiment. They need to challenge Web2-era models. Maybe it’s productising virtual goods, expanding brand presence or offering enterprise services in the metaverse. Others might need to scale up infrastructure, from cloud to compute, and bring in fresh talent to make it happen. If you think the next wave of digital is coming, you’re wrong. It’s already here. We need to ask ourselves this question - are we ready for it ?

The shift is not about business or tech specs. It’s about the people. The next foundation for progress is being built, but brands cannot just go behind trends for the sake of it. Big changes need bigger perspectives. Think something beyond profit making, it should consider the real impact on society. 

So if you ask me - they need to build. Nobody waits for permission. 

3. How has consumer behavior evolved, and what role does personalization play in modern branding strategies? 

Gone are the days of the one-size-fits-all marketing strategy. People are not into just purchasing anymore, they love to engage. The way I see it - consumer behaviour has fundamentally changed. People expect seamless experiences, authentic interactions and expect brands to understand them on a personal level. 

If you thought personalisation is extra, you’ve got the equation wrong. It is essential. Customers want brands to anticipate their needs and not simply track them. The brands that master this trick aren't just selling their products/ services, they’re crafting a relationship that’ll last. 

I love how Netflix and Spotify do this. Their recommendations feel intuitive and personal. They feel right, and that’s personalisation done well. 

In a world where customer attention is scarce, the brands that go an extra mile to personalise will stand out. The rest will struggle to keep up, probably paying for more ads. People look into the relevance, and not into who’s making the most noise. Brands need to get this right- attention spans are shorter, expectations are higher. 

The bottom line? Generic won’t cut it. Brands that personalize will stay ahead. The early bird gets the worm – and in this case, the worm is customer loyalty.

4. How does branding differ in B2B vs. B2C environments, and what lessons can each sector learn from the other? 

In my opinion, branding in B2B and B2C is at the core about building trust and delivering value. While B2B marketing focuses on building personal relationships, B2C is all about transactional focus. 

Just to get the points right here- B2B is built on credibility, expertise and long term relationships. Buyers think and purchase. They’re focused on strategic decisions. The spotlight is on leadership, reliability and solving real business problems. 

Whereas in B2C branding, things come down to emotion. It’s about storytelling, relatability and making customers feel something. For example, I love how Nike makes me feel. ‘Just do it’ isn't just a slogan, it speaks to me. It pushes me to do a little extra. 

Interestingly, I think B2B brands can learn from B2C by becoming more human. Give it a strong brand voice, put in engaging content and use customer centric storytelling to set them apart in a sea of sameness.  

On the flip side, B2C brands should take notes from B2B for focusing on trust and long-term loyalty. While most B2C brands focus on chasing trends, the best ones build lasting relationships- just like B2B brands. 

At the end of the day, what matters most is about understanding how your audience makes decisions- and meeting them there. The takeaway? B2B can borrow emotions from B2C and B2B can borrow depth from B2C. It’s a great give and take lesson for branding. 

The goal should be the same. They should connect. They should add value, and stay relevant. 

5. How does the balance between organic and paid branding efforts affect a brand’s long-term success? 

Paid gets you seen. Organic gets you remembered. It’s as simple as that. Imagine you’re throwing a great party. You can rent the space, send out invites and fill the room. It’ll get you more attention. 

Fast forward to the next bit. Will people remember the conversations at the party? Will they come back next time? Will they tell their friends about it? That’s organic branding – the reputation you build after the whole party is over. 

The challenge is that you need to have both. Paid gets people to come for your party. Organic makes them stay, and come back. Brands that understand this concept play the long game. 

Paid branding helps you scale fast and is great for reach. But the moment you stop paying, the spotlight fades. Organic branding on the hand is built through content, consistency and trust. It’ll take time, but it compounds. 

Some brands blend both- which is a smart move. They pay to amplify, and go organic to sustain. The secret is to make sure that you’re paying to promote authenticity. 

In the long run, paid will win you clicks, but organic wins you hearts. That keeps the brands relevant. 

6. What are the biggest shifts in branding that businesses need to embrace to stay competitive in 2025 and beyond?

This is quite interesting. We’re all in 2025, and we no longer need the fluff. The game has changed. Branding is beyond visibility- it’s about relevance, speed and depth. 

Embrace co-creation if you need to stay competitive. Brands shouldn't just speak to their audience anymore. They need to build with them. User generated content, collaborative storytelling and communities are the new foundation. 

Winning brands respond fast, read culture in real time and pivot without losing their identity. Agility lies at the heart of consistency. 

People care about what you stand for. If your brand doesn't have a clear purpose, you’ll struggle to earn loyalty from customers who are younger audiences. They expect more. Set the bar high- one size fits are a thing of the past. Customers expect brands to read them like a book. AI , data and technology now enable real-time , tailored experiences. 

Brands need to think beyond today’s platforms and start building for where people are eyeing next. Branding is alive. If you’re not evolving. You’re falling behind. 

The relevant ones aren't afraid to question old books, they write entirely new ones. 

1. With influencer marketing becoming more mainstream, how can brands navigate the balance between authenticity and commercial success? 

The key to striking a balance between authenticity and commercial success is for brands to be true to their roots and to make sure everyone involved in the influencer marketing campaign is aligned with their brand values; and is a believer of the brand. Influencers who are already loyal and passionate customers will have no problem creating authentic content because they genuinely love the products. 

The last thing a brand would want is an influencer-endorser promoting a brand on various platforms, but gets caught using a competitor brand. 

Alignment of values is important and a campaign that has successfully done this is Dove’s long-running Real Beauty campaigns with diverse creators. Other great examples are Glossier and Gymshark who have built communities by turning customers into micro-influencers.

On the performance side of things, metrics should balance commercial KPIs with engagement quality. Brands must resist over-editing creator content and allow their authentic voice to shine through while maintaining brand guidelines.

2. What emerging trends in content creation and social media storytelling should marketers be paying attention to? 

Collaborative storytelling is gaining momentum, with brands creating narrative universes where multiple creators contribute different perspectives. This approach, pioneered by companies like Netflix with multi-creator campaigns, drives deeper engagement through interconnected content.

Also, AI-assisted creation tools are democratizing production quality, with creators using tools to enhance their content while maintaining personal style. This allows smaller creators to produce professional-quality content. 

Another trend I’ve seen increasingly becoming popular is values-based storytelling, with audiences connecting with creators who take clear stances on social issues. 

Others include interactive content formats, such as livestream shopping, AR experiences, and gamified content which are becoming mainstream. Creators who master these formats are seeing higher engagement and conversion rates.

It is also worth noting that community-centered approaches rather than broadcast models are proving more effective, with creators building dedicated communities across multiple platforms rather than chasing viral moments on a single platform. We see some of the more successful influencers inviting audience participation through polls, challenges, and user-generated content initiatives.

3. What are the biggest challenges in reporting on influencer trends, and how can media platforms ensure credibility? 

Increasingly fragmented platforms are creating significant reporting challenges. With creators spread across TikTok, Instagram, YouTube, Twitch, and emerging platforms, this will require comprehensive trend analysis which in turn will need multi-platform expertise. Of course, this can already be partly overcome with the help of AI, but data verification is still going to be a challenge, with the rise of fake engagement. Media platforms must invest in tools to distinguish authentic metrics from artificial inflation through bots or engagement pods.

Brands should also consider that the speed of innovation is now outpacing reporting frameworks. The rapid evolution of features like TikTok's "Series" or Instagram's Broadcast Channels requires constant education or skills upgrade for meaningful analysis.

Moreover, meaningful measurement has remained elusive with inconsistent metrics across platforms. While some prioritize view count, others emphasize watch time or engagement rates, making cross-platform comparisons difficult.

For media platforms covering the industry, publishers, editors and journalists must balance timeliness with sufficient validation to ensure they're reporting on substantive shifts rather than fleeting changes.

To ensure credibility, media platforms should:

• Maintain editorial independence from the brands and agencies they cover

• Develop relationships with diverse sources across the ecosystem

• Combine quantitative data with qualitative insights from practitioners

• Contextualize metrics rather than reporting numbers in isolation

• Acknowledge limitations in available data

• Follow up on previous trend predictions to assess accuracy

Also. the most trusted industry publications transparently disclose their methodologies and sources while maintaining healthy skepticism toward hyperbolic claims about influencer marketing effectiveness.

4. What editorial strategies will be key in educating brands and influencers on industry best practices? 

I think a case study-based education will provide the most actionable insights. Detailed analysis of both successful and failed campaigns helps brands and creators understand practical applications rather than theoretical best practices. It helps make informed decisions, as long as the analysis is obviously spot on.

Editorial content should also recognize platform peculiarities as these differences will help provide relevant "influencer marketing" guidance.

And as with campaign performance, so it is with editorial and/or content: data-driven content balanced with qualitative insights provides the most comprehensive education. We look at various data points such as how much time is spent on a particular  story or why a specific content is shared more  than the others. 

For me personally the most effective educational strategies facilitate peer learning, creating opportunities for brands and creators to share insights directly rather than positioning the media platform as the sole authority.

5. How do influencer marketing trends vary regionally and globally, and how can brands adapt their approach? 

Platform dominance varies significantly by region. While Instagram remains strong globally, TikTok dominates in Asia, YouTube leads in many African markets, and regional platforms like RED (Xiaohongshu) in China require completely different approaches.

Content preferences also show distinct regional patterns. Highly produced aesthetic content performs well, for example, in South Korea and Japan, while raw authenticity resonates more in Western markets.

There are also regulatory environments to consider. For instance, the EU's strict disclosure requirements, China's content restrictions, and the FTC's guidance in the US require brands to adapt their strategies by region.

Another obvious difference will be because of cultural context. Though some content succeed globally, there are cultural nuances to be mindful of when it comes to content creation and distribution. 

In Asia, particularly China and South Korea, live shopping and social commerce are deeply integrated with influencer activities. The minimalist aesthetic popular in Scandinavian markets contrasts sharply with the more vibrant, energetic approach resonating in Latin America and Southeast Asia.

For global brands, successful adaptation requires:

• Local talent partnerships rather than simply translating campaigns

• Sensitivity to cultural contexts and regional events

• Platform strategies tailored to regional usage patterns

• Adjusted expectations for metrics based on market maturity

• Consideration of internet infrastructure and accessibility

• Localized compliance with varying disclosure regulations

6. What impact does short-form vs. long-form content have on audience engagement in today’s creator economy?

Short-form excels at discovery and awareness, with platforms like TikTok and Instagram Reels effectively introducing audiences to creators and brands. These formats drive initial interest through algorithm-powered distribution.

Long-form builds deeper connection and loyalty, with podcasts, YouTube videos, and newsletters fostering stronger audience relationships through sustained attention.

The most effective strategies combine both approaches in coordinated content ecosystems. Short-form content drives discovery while linking to long-form content that converts interested viewers into committed community members.

What is important to remember is that content length increasingly correlates with funnel position rather than platform. Short-form serves top-of-funnel awareness while long-form supports middle and bottom-funnel consideration and conversion.

Also another point worth mentioning is that engagement quality differs significantly between formats. While short-form may generate higher engagement rates, long-form typically produces more meaningful audience actions and stronger brand recall.

The creator economy increasingly rewards those who master both formats, with the most successful creators developing platform-specific content strategies that leverage the strengths of each format while maintaining a consistent brand identity.

1. What strategies can businesses use to attract high-performing affiliates and maximize conversions? 

Top affiliates reach that level because they’re strategic with their time and choose programs that genuinely invest in them. So, if a business wants to attract those high-performers, it needs to make joining and promoting the program as easy and rewarding as possible. 

That starts with a straightforward commission structure affiliates should instantly understand the value. Providing ready-to-use materials like templates and copy removes friction and helps them start promoting right away. 

But more than that, it’s about building a real relationship. Affiliates want to know there’s someone on the other end who actually cares about their success. The best performers also expect a bit of a VIP experience, so making them feel valued from the beginning and continuing to show up for them is what keeps them engaged and delivering results. 

2. How do higher commission structures impact affiliate engagement and long-term loyalty? 

High commissions are great for grabbing attention, but they’re not enough to keep affiliates around. If it’s just about the payout, it’s easy for them to bounce from one program to the next. 

What really drives long-term loyalty is the relationship making affiliates feel genuinely valued, heard, and supported. If a business wants to build a program that stands the test of time, it has to go beyond commissions. That means offering ongoing incentives and creating an experience that keeps affiliates engaged and excited to stick around. In our updated GetResponse Affiliate Program, we are committed to providing ongoing support to our affiliates. This includes monthly update newsletters, quarterly one-on-one sessions with our team, and exclusive access to the GetResponse Affiliate Slack channel available at the Gold subscription level. 

3. What are the key performance indicators (KPIs) for measuring affiliate marketing success? 

At the end of the day, revenue is the ultimate KPI. Metrics like traffic, clicks, and free trials matter they help gauge the quality of the traffic an affiliate is driving. But on their own, they don’t move the needle. They’re leading indicators, not end goals. If those actions aren’t converting into real revenue, they don’t hold much weight in the long run. 

4. How can businesses align their affiliate program with broader digital marketing strategies? 

Your affiliate program should function like an extension of your sales team. That means keeping brand messaging consistent and making sure affiliates are in sync with your broader marketing efforts. Share product updates, upcoming launches, and campaign roadmaps when you can and stay connected through regular newsletters or check-ins. 

Cross-channel alignment is key. If your SEO team knows what keywords are driving traffic, pass that insight to affiliates so they can fine-tune their content. And make sure affiliates play nicely with other channels, like influencers or paid media, so they’re adding value not stepping on toes. 

5. How can brands ensure transparency and trust in their affiliate partnerships? 

Transparency and trust start on day one. Your website should lay it all out - how affiliates earn, the exact commission structure, how and when payments happen, and what kind of support they can expect. Real success stories help too, giving potential partners a glimpse of what’s possible. 

Setting clear expectations from the start builds trust. From there, it’s about consistency - keeping affiliates in the loop with resources, monthly updates, and being available when they need help. When affiliates feel informed and supported, they’re far more likely to stick around and succeed. 

6. What challenges do companies face when scaling an affiliate marketing program, and how can they overcome them? 

The biggest challenge in scaling an affiliate program is doing it without sacrificing efficiency. What works fine with 20 affiliates can quickly break down with 200. That’s why it’s crucial to build with scale in mind from the start.

Automation is key especially when it comes to onboarding and giving affiliates easy, self-serve access to the resources they need. A solid affiliate management platform, like PartnerStack, can make a big difference by streamlining workflows and keeping operations smooth as the program grows.

1. What are the biggest emerging SEO trends that businesses should be preparing for in 2025 and beyond?

I think the biggest trend in search is the possibility that Google may not continue to drive traffic as they have historically over the past two decades. The movement of the search experience over the past few years will continually be influenced by artificial intelligence and machine learning. The ideal way to deal with this is to focus on EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) and Brand marketing. Reaching your audience continues to increase in complexity, whether it be through visual search, voice search, video, interactive content, or whatever is around the corner, figuring out where they are and what they engage with will be valuable to continued success in digital marketing.

2. How can businesses ensure that their SEO strategies align with evolving search engine algorithms?

Focus on your current audience or the audience you are trying to reach. User intent drives what is seen in search results, so understanding what people expect to see in the result for particular queries is what you need to provide to effectively rank and convert them when they reach your content. Contextual relationships with topics and brand relevance for these topics will be the key to continuing to rank, whether it be AI driven or keyword searches in traditional search engines or generative engines. To do this effectively, brands will need to leverage structured data that ties their content to their entity, helping the algorithms and AI to understand why your content is valuable for the person searching.

3. What are the biggest challenges brands face in local vs. global SEO strategies?

Localization will continue to limit traditional global SEO strategies because if it is relevant to a local company, search engines will likely provide them within search results more favorably because they are more relevant or apparent to a person in a particular location. This will make it harder for global brands to rank competitively across markets unless they have a known footprint, relevancy or awareness for a localized result. Local businesses that are leveraging location-based content and signals (e.g., Google Business Profiles, Yelp, Apple Maps, Bing Maps) have an advantage over these larger organizations’ higher authority signals that have historically helped them rank highly across the majority of search.

4. How should brands balance organic SEO efforts with paid search strategies for maximum ROI?

Understanding that SEO is not simply an acquisition channel, it provides awareness and can help brands gain traction that then can be converted through paid search can help you improve your return on ad spend. Additionally, leveraging high performing keywords in paid search to inform content strategies for organic search can help you increase your return by widening your funnel; what are the non-brand topics that are driving a lower cost per acquisition in paid that can be targeted in organic to reach them higher up in the funnel and turn to lower cost brand searches in paid. To find a balance, it is necessary to evaluate the blended ROI of all your marketing channels to find the right balance, no single channel is an island and there is value in being in all of the ones that your audience engages with.

5. What are the best practices for businesses to future-proof their SEO strategies against constant algorithm updates?

If you are producing content that is relevant, highlights your topical expertise and experience you will gain trust in your brand. Maintaining the experience on your site (navigation, UX/UI and performance) and making it easier to complete the desired task or find an answer will reinforce the purpose of your site to users and engines. If your brand earns this engagement and you can maintain it, your brand demand will increase, and you will prove to search engines that you should be included in results relevant to your brand. The easiest way to future-proof your strategy is to focus on what the engines are trying to do, deliver the most relevant results for a request based on the intent of the person making the request.

6. What impact will zero-click searches and AI-generated answers have on SEO strategies?

The short answer is less traffic, especially for informational queries. People will continue to search for these, and it will still be important for brands to have content that is relevant to these topics, because it shows
what brands and sites have expertise and authority for them. If you simply want to increase traffic, identifying other areas of the SERP like “no answer” queries, local search, people also asked, image results, product results, etc. that are present for keywords that have high demand will help your brand continue to stand out even if the result isn’t driving traffic to your website.

Key Takeaways – search engines will continue to award traffic to websites that focus on the user, leverage multi-format content that provide value. My recommendation is to ensure that SEO is part of your holistic marketing strategy, build owned assets and increase your engagement with the community where your brand operates. You can invest in tools, such as AI, to do this more efficiently, but effective content, analysis and engagement comes from human oversight and understanding.

1. What impact do changes in third-party cookie deprecation and privacy laws have on attribution models? 

The privacy landscape evolution hasn't just challenged attribution models—it's completely transformed them. Traditional attribution frameworks are fundamentally outdated in today's privacy-first ecosystem.

Rather than attempting to retrofit legacy tracking methodologies, we are encouraging businesses to take a more comprehensive approach that blends robust first-party data strategies with privacy-safe cross-platform attribution. This methodology not only honors user privacy commitments but delivers the precise insights businesses require to identify their most effective channels for customer acquisition, engagement, and retention optimization.

At its core, successful attribution in 2025 is about striking the perfect balance between preserving user trust and fulfilling critical business intelligence needs—a balance our platform uniquely delivers.

2. How can brands ensure accurate cross-channel attribution in a privacy-first digital landscape? 

The stakes for brands are tremendous—losing visibility into ad effectiveness directly impacts bottom lines. When Facebook reported a staggering $10B revenue loss in 2022 following Apple's privacy changes, it underscored the critical nature of this challenge. Without reliable identity resolution, measurement becomes exponentially more complex.

Our approach combines deterministic deep linking with sophisticated probabilistic modeling, maintaining attribution accuracy while prioritizing privacy compliance. The paradigm shift we're spearheading moves beyond individual tracking toward understanding aggregated, anonymized user journeys. This empowers brands to optimize performance while building sustainable trust relationships with their audiences.

We've conclusively demonstrated that retargeting and optimization goals remain achievable through innovative applications of aggregated identifiers and privacy-preserving technologies—proving that privacy and performance aren't mutually exclusive.

3. How is privacy-centric attribution changing the way marketers evaluate campaign performance and customer journeys? 

Privacy-centric attribution represents a fundamental shift from granular individual tracking to sophisticated pattern recognition across user segments. Today's most successful marketers understand that the future lies not in tracking clicks but in capturing meaningful, consent-driven insights that strengthen user trust while enabling smarter decision-making.

While Meta's Aggregate Measurement and Google's gbraid have pioneered new attribution methodologies using aggregated identifiers, they remain limited to their respective ecosystems. This limitation drove our development of Predictive Aggregate Measurement—utilizing the same technical foundations as AEM and gbraid but expanding capabilities across all ad networks to deliver 100% modeled attribution coverage.

The results speak for themselves: we consistently achieve an average 118% lift in iOS installs compared to SKAN installations. We're actively driving the industry-wide adoption of aggregate identifiers for optimization, setting new standards for privacy-compliant measurement. 

4. How can companies leverage privacy-first measurement techniques without sacrificing marketing effectiveness? 

The critical insight is focusing on market-level intelligence rather than individual user information. Brands need attribution clarity—understanding that specific conversions occurred under particular circumstances—without requiring exhaustive personal data. The marketing insights remain equally valuable while the methodology evolves.

Our industry must continue innovating to address marketers' fundamental question—”How effectively are my investments performing?”—while simultaneously advancing measurement practices that respect evolving privacy expectations. Our platform sits at this precise intersection, delivering comprehensive performance insights within privacy-first frameworks.

5. What are the biggest challenges businesses face in balancing ad performance tracking and data privacy regulations?

Businesses today face a three-pronged challenge: keeping pace with rapidly evolving privacy regulations, maintaining targeting and personalization capabilities, and optimizing marketing investments in an increasingly complex landscape.

We're committed to help businesses avoid the scenario where they allocate marketing budgets based on assumptions rather than insights, attributing measurement limitations to privacy changes. This commitment drives our development of solutions that bridge iOS measurement gaps, eliminate cross-platform fragmentation, and unify cost and attribution data—all while maintaining strict privacy compliance.

The persistent challenge of managing multiple networks with distinct attribution models underscores why accurate, privacy-conscious measurement is more critical than ever. Our platform provides that ultimate source of truth, enabling confident allocation of marketing investments based on reliable performance data rather than guesswork.

1. How have shifting business and consumer behaviors changed the way organizations approach events and travel?

In B2B GTM, where I’ve spent the majority of my 20+ year career, the shifts we see are usually in response to external factors. How is our market changing? How do we keep our Events relevant to the audiences we care about? How are economic conditions impacting my attendee’s ability to travel? And more recently, how does the political climate contribute to this uncertainty? All too often Events are among the first things to be cut when the economy softens, and so organizers are in a constant battle to innovate while also maintaining budget (and staff!). Event attendees, whether in a B2B or B2C setting, are still humans first, and would-be attendees are more discerning than ever with their money and their time. No doubt these are challenging times, but it’s certainly no time to wilt under the pressure. We must remind ourselves that Events offer unique value that can’t be replicated in another channel. Recent research on B2B Events budgets shows they are holding firm and tracking to a 10+ year average. So it’s important to acknowledge the power that our attendees hold, and the need to innovate, but also to remain steadfast about the impact that an effective Events program brings to our organizations.

2. What are some common mistakes companies make when designing their meetings and travel programs, and how can they be avoided?

It seems cliche to say that ‘strategy is critical to event success’, but we see it all the time where Event objectives are poorly defined, too generic, or simply not in line with what business stakeholders expect from the program investments. The onus is squarely on event leaders to better align Event objectives for any with core business goals. Most B2B Events have the potential to impact several different objectives simultaneously, sometimes cloudying the picture of what could be the standout objective. To deal with this, I’m an advocate for an ‘Audience first’ approach - starting with a specific Audience segment and building the event experience to optimize around only a handful of essential objectives for that audience. Narrow in focus but deep in impact.

3. How should organizations integrate meetings and events into their broader go-to-market (GTM) strategy? 

The ‘portfolio’ concept has become more mainstream in recent years and I’m an advocate for this approach. A portfolio strategy considers the various types of Events that are possible as a ‘portfolio of experiences’ to cover a spectrum of business objectives - creating brand awareness, launching a new product,  collaborating with partners or suppliers, deepening customer relationships, closing new business, etc. With a range of possibilities, we can be very intentional about how to use each type of experience to do a very specific job with a very concrete objective. As a channel, Events should also be combined with other channels or tactics in the construct of a campaign. So in some ways Events stand alone because of the unique value they deliver, but in most ways they are part of an integrated GTM strategy.

4. How can organizations use data and insights from meetings and events to improve marketing and sales outcomes?

Building on the idea that each type of event experience has a specific job to do with a very concrete objective - every objective should ultimately align with the corresponding metrics and KPIs that best measure each objective (awareness, demand, deal velocity, product adoption, etc.). These are performance measures that are not specific to only Events, but to every channel or tactic in our arsenal. This approach lets us understand the performance of the Events channel relative to other channels, but it also positions Events to contribute to the core outcomes we expect sales and marketing investments to drive. 

5. How can companies leverage events as a demand generation and customer acquisition tool? 

Setting aside the ‘demand gen vs. lead gen’ debate, Events can be an extremely effective means of creating or capturing demand. The notion of ‘Event led growth’ also stems from this - by its very nature, what is so unique about the Events channel, and in particular live Events, is that we create the opportunity for buyer and seller to interact in a very meaningful way, in a very short span of time, and oftentimes at a reasonable scale. In the face of challenging market conditions, economic uncertainty, and political unrest, this should bolster even the faint of heart to trust in the power of events. 

SurveyMonkey, the world’s most popular platform for surveys and forms, recently announced it has updated SurveyMonkey for Salesforce on Salesforce AppExchange, providing customers with new ways to automate beautiful, personalized email surveys with Salesforce. We sat down with Natalie Aghdaey, Manager of Product Marketing, to discuss the key benefits of the enhanced SurveyMonkey for Salesforce integration:

1. What are the key benefits of integrating customer survey data with CRM platforms for personalization and decision-making ?

Integrating survey data with your CRM lets you automatically send personalized surveys at key customer touchpoints, push customer feedback to your CRM in real-time, and better understand customer sentiment at scale.

It’s also a big step toward creating a single source of truth for customer insights. With these Salesforce enhancements in SurveyMonkey, you can combine operational customer data with customer feedback, which paints a more complete picture of their needs and where you can take action. For example, if a customer had to contact your team multiple times to resolve an issue with a recent purchase, you would likely see that experience result in a lower CSAT or NPS score. But, you may not truly understand the drivers of that score without combining feedback data with data from your CRM on factors like where this happened in the customer journey.

2. How can organizations use automation to enhance response rates and extract actionable insights from customer feedback ?

Imagine you receive a survey several weeks after your experience with a brand. You likely don’t remember all the specifics of your interaction and are probably no longer as motivated to engage by providing feedback. Automation allows you to reach out at the right time—when the experience is still at the top of the customer's mind. This helps drive higher response rates.

Automatically bringing survey insights into your source of truth for your business gives your entire company a real-time view of how customers think and feel. It also helps you get more actionable insights by adding context to your survey responses. For example, by marrying data from your CRM with your survey data, you can identify trends in customer segments, like plan type, geography, or tenure.

3. What role does hyper-personalization play in survey engagement, and how can companies implement it effectively ?

Personalization is a main priority for CX professionals, and it’s an area where we see a disconnect between what brands believe they deliver and what consumers actually experience. In recent research from SurveyMonkey, almost 9 out of 10 CX pros say their customers’ experience is personalized, but only about 60% of consumers say they receive personalized services when interacting with companies.

When something is personalized, it becomes more relevant for the customer, which makes them more likely to engage. This extends to survey engagement in a few ways. First, you can personalize a survey by bringing in details about the respondent to streamline the survey-taking experience for them. You can also boost response rates by personalizing your emailed survey invites with information like the customer name and the context of their last interaction with you. Second, you can use data that you’re collecting from your surveys to shape segmented customer experience programs. For example, you might identify your promoters with an NPS survey, and then launch tailored upsell campaigns using that feedback.

4. How can businesses ensure that customer experience metrics like CSAT, NPS, and CES are effectively integrated into their broader customer strategy ?

As you’re setting your CX strategy, it’s important to clearly define the experience that your customers are having today, as well as the experience your brand intends to deliver. To do this, you’ll want to assess the customer experience from a variety of angles, including looking at CX metrics like CSAT, NPS, and CES at key moments. As you’re developing your strategy, get buy-in from leadership early and often. This helps ensure your strategy is aligned with your overall company goals so you’ll have the support to take action based on the feedback you receive.

Another best practice is to start with a customer journey map to understand all the customer touch points and where to ask for feedback. This allows you to holistically assess your survey touchpoints to help minimize survey fatigue by not over-surveying customers. You’ll also want to establish a governance process for measuring progress against your customer strategy, leveraging metrics like CSAT, NPS, and CES.

5. What security and reliability factors should companies consider when selecting third-party survey integrations for their CRM ?

When integrating surveys into your CRM, trust and experience are key. Trust is strengthened with strong encryption, API security, administrator controls, and role-based access. You must ensure that you’re meeting regulations like GDPR or HIPAA to keep your data safe, SOC 2 to stay compliant & following best practices in information security management (e.g., ISO 27001). It’s also critical to comply with location-based regulations and confirm where the survey platform stores data (e.g., EU, US, etc.). The best survey integrations will only enhance your customer insights, without compromising compliance or security.

6. How is the evolution of customer feedback technology shaping business strategies for retention and growth ?

If it’s not already, creating a customer-centric culture should be a major focus area for your business. When that focus is infused across your company strategies, you’ll naturally evaluate new avenues and technologies to improve customer experience.

Because technology is evolving (and improving) at a rapid pace, you need to be flexible in adapting not only to new technology but also to customer needs.

As you consider new feedback technologies, first ask yourself two simple questions:

How would this help us attract new customers?

How would this help us keep existing customers?

Starting with those two questions in mind will help you simplify your approach in deciding whether to spend time and resources on adopting that technology and if it will give you measurable ROI.