{"id":226631,"date":"2026-03-05T10:44:30","date_gmt":"2026-03-05T16:44:30","guid":{"rendered":"https:\/\/www.ama.org\/?post_type=ama_event&#038;p=226631"},"modified":"2026-04-10T10:45:56","modified_gmt":"2026-04-10T15:45:56","slug":"revenue-in-uncertain-channels-investing-when-attribution-lags-members-only","status":"publish","type":"ama_event","link":"https:\/\/www.ama.org\/events\/webinar\/revenue-in-uncertain-channels-investing-when-attribution-lags-members-only\/","title":{"rendered":"Revenue in Uncertain Channels: Investing When Attribution Lags (Members Only)"},"content":{"rendered":"\n<p>Marketers have long faced a familiar challenge: buyer behavior evolves faster than the systems designed to measure it. From the early days of social media and influencer marketing to today\u2019s rise of AI-assisted discovery, marketing leaders are often asked to invest in emerging channels before clear attribution models exist. As organizations place greater emphasis on marketing as a revenue-driving function, the question becomes less about perfect measurement and more about making disciplined decisions with imperfect data.<\/p>\n\n\n\n<p>In this members-only webinar, academic researchers and industry practitioners will explore how marketers evaluate new channels through a revenue lens. Using examples such as AI-assisted search alongside other emerging discovery behaviors, the conversation will focus on identifying early signals of impact, interpreting partial data, and building credible internal cases for investment when the ROI story is still unfolding. The session will offer practical perspectives to help marketers navigate uncertainty while keeping revenue outcomes at the center of decision-making.<\/p>\n\n\n\n<p><strong>Registering for the first time? <\/strong>Fill out your information<strong>. <\/strong><\/p>\n\n\n\n<p><strong>Already registered for Members Only Webinar? <\/strong>If you&#8217;ve forgotten your confirmation number click &#8220;Forgot Confirmation Number.&#8221; After inputting this number, click &#8220;Next&#8221; to select the new sessions you would like to register for. The calendar invites will appear in the &#8220;Add to Calendar&#8221; button after submitting your updated registration. <\/p>\n\n\n\n\n\t<div class=\"roleblock\" style=\"background-color: #f3f2ee;\">\n\t\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center\" id=\"h-this-webinar-is-exclusively-for-ama-members\">This Webinar is Exclusively for AMA Members<\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/myama.my.site.com\/services\/oauth2\/authorize?response_type=code&amp;client_id=3MVG9CEn_O3jvv0w2UhdWBwPSVH0HQeYkNhAufvhjDMNkScGyF_5ncMuk0mJQWZ9vOZtfcRT0uuSlO65nJjvW&amp;redirect_uri=https%3A%2F%2Fwww.ama.org%2Fsf%2Fredirect&amp;state=https%3A%2F%2Fwww.ama.org%2Fevents%2Fwebinar%2Frevenue-in-uncertain-channels-investing-when-attribution-lags-members-only%2F&amp;__hstc=92629314.f5d70ea317abe471bf1b709ca75e3603.1749406934812.1772564760931.1772727485150.97&amp;__hssc=92629314.3.1772727485150&amp;__hsfp=29990d7affbb59c1827c76dc3c7fc4ff&amp;_gl=1*wccs83*_gcl_au*NDI1ODY0ODEyLjE3NjUyOTQ5OTU.*_ga*MTUxODc0Mzc4NS4xNzQ5NDA2OTM0*_ga_VZ6FMZZPER*czE3NzI3Mjc0ODQkbzkxJGcxJHQxNzcyNzI5MTQzJGo2MCRsMCRoMA..\">MEMBER LOGIN<\/a><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button is-style-secondary aligncenter\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.ama.org\/ama-member-benefits\/\">EXPLORE MEMBERSHIP<\/a><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\t<\/div>\n\t\n\n\n<h2 class=\"wp-block-heading\" id=\"h-speakers\">Speakers<\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-person\">\n\t\t\t<div class=\"person__img-wrapper\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"284\" height=\"213\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2026\/03\/Christian-Schulze_400x400v2.jpg?resize=284%2C213\" class=\"attachment-person-photo size-person-photo\" alt=\"\" \/>\t\t<\/div>\n\t\t<div class=\"person__content\">\n\t\t\t\t\t<h3 class=\"has-small-font-size\">Christian Schulze<\/h3>\n\t\t\t\t\t\t\t<p>Associate Professor of Marketing, Frankfurt School of Finance &amp; Management<\/p>\n\t\t\t\t\t<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-person\">\n\t\t\t<div class=\"person__img-wrapper\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"284\" height=\"213\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2026\/03\/alice-li_840x800.jpg?resize=284%2C213\" class=\"attachment-person-photo size-person-photo\" alt=\"\" \/>\t\t<\/div>\n\t\t<div class=\"person__content\">\n\t\t\t\t\t<h3 class=\"has-small-font-size\">Alice Li<\/h3>\n\t\t\t\t\t\t\t<p>Associate Professor of Marketing, Ohio State University<\/p>\n\t\t\t\t\t<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-person\">\n\t\t\t<div class=\"person__img-wrapper\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"284\" height=\"213\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2026\/03\/Nadia-Davis_headshot.png?resize=284%2C213\" class=\"attachment-person-photo size-person-photo\" alt=\"\" \/>\t\t<\/div>\n\t\t<div class=\"person__content\">\n\t\t\t\t\t<h3 class=\"has-small-font-size\">Nadia Davis<\/h3>\n\t\t\t\t\t\t\t<p>VP, Marketing, CaliberMind<\/p>\n\t\t\t\t\t<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n<\/p>","protected":false},"excerpt":{"rendered":"<p>Marketers have long faced a familiar challenge: buyer behavior evolves faster than the systems designed to measure it. From the early days of social media and influencer marketing to today\u2019s rise of AI-assisted discovery, marketing leaders are often asked to invest in emerging channels before clear attribution models exist. As organizations place greater emphasis on [&hellip;]<\/p>\n","protected":false},"author":226828,"featured_media":225156,"template":"","ama_format_tax":[165211],"ama_cohort":[],"ama_competency_model_tax":[],"ama_event_type":[464],"ama_topic_tax":[166446],"ama_cost_tax":[165133],"ama_delivery_tax":[],"coauthors":[168606],"class_list":["post-226631","ama_event","type-ama_event","status-publish","has-post-thumbnail","hentry","ama_format_tax-live-online-learning","ama_event_type-webinar","ama_topic_tax-channels-and-technology","ama_cost_tax-free-for-members"],"featured_media_url":"https:\/\/www.ama.org\/wp-content\/uploads\/2026\/02\/Member-Only-Webinar-Blank-Hero-1360x550-1.png?fit=1360%2C550","primary_term":[],"post_format":{"slug":"event","label":"Webinar"},"event_date":"April 30, 2026 12:00 PM - 1:00 PM","event_location":"","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Revenue in Uncertain Channels: Investing When Attribution Lags (Members Only)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ama.org\/events\/webinar\/revenue-in-uncertain-channels-investing-when-attribution-lags-members-only\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Revenue in Uncertain Channels: Investing When Attribution Lags (Members Only)\" \/>\n<meta property=\"og:description\" content=\"Marketers have long faced a familiar challenge: buyer behavior evolves faster than the systems designed to measure it. 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