Marketing has spent two decades getting better at measuring itself, not at understanding people. The metrics it built to track success, from Share of Voice to keyword rankings, are losing their ability to predict growth. Drawing on real client work, including Molson Coors, where Share of Voice correlated with market share at just 0.13 against 0.85 for Share of Experience and a pain relief case study tracking the shift from SEO to GEO as LLMs reshape discovery, Fiona Blades (MESH Experience) and Craig Griffin (FUEL Asia) show what a measure of real, in-context brand experience reveals that traditional exposure metrics miss.
Attendees will leave with:
1. Why Share of Voice no longer predicts market share and what does, illustrated through the Molson Coors case study (a 0.13 correlation with market share for Share of Voice, versus 0.85 for Share of Experience).
2. How GEO is replacing SEO as LLMs mediate discovery, and what that means for measuring reach and attention, illustrated through a pain relief category case study.
3. A practical way to measure brand experience as one continuous signal across marketing, UX and CX, instead of three disconnected silos.
