Fiona Blades

Founder & Co-CEO

MESH Experience

After a career in petfood marketing and agencies including Leo Burnett, Fiona launched MESH Experience to close a gap in marketing effectiveness measurement, creating Share of Experience (SOE), proven in award-winning work for Fidelity International, Boots and Diageo. As marketing shifts from Share of Voice to Share of Experience, ads to influencers, and search to LLMs, Fiona is leading the next evolution: CLEO (Closed Loop Experience Outcomes), which harnesses SOE data and AI to build brand platforms, guide creative decisions, pre-test every experience and predict and track outcomes in a continuously learning loop. Fiona is Fellow of the Market Research Society, Past President of the Market Research Council in NY, Marketing Academy Mentor and Marketing Society member.

Sessions

The Collapse of Marketing Control: Why the Metrics Marketing Built No Longer Predict Growth

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.

Also speaking

Craig Griffin

CEO, FUEL Asia

Speaker

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