Brands are getting better at measuring ad performance. But the bigger challenge is knowing whether investments create lasting growth. Are campaigns bringing in truly new customers? Do those customers return without discounts? And is the long-term revenue worth the cost to acquire them?

In consumer categories, loyalty constantly shifts, and not every marketing investment delivers the same value. In this session, industry leaders will discuss new research from more than 90 leading CPG brands and retailers on how to separate true growth from short-term sales boosts, extend impact beyond promotions, and turn first-time buyers into loyal customers.