In this session, Salience+ and Google team up to unpack how to transition from strategic planning to execution. We will share a practical framework for identifying your true category boundaries, prioritising Category Entry Points (CEPs), and turning complex data into an actionable ""Plan on a Page."" We'll then demonstrate how to activate these strategic CEP pillars at scale with examples from the Google ecosystem and beyond, and look ahead at how AI recommendation engines are reshaping how brands are chosen in the moments that matter.
1. Learn how to identify and prioritise Category Entry Points
2. Understand how to activate against CEPs, both in media buying and messaging
3. See how you can accurately measure your marketing plan through a CEP measurement strategy
