White papers

This report surveys 693 U.S. consumers across seven high-stakes industries to benchmark shifting attitudes toward AI across the buying journey, reveal a critical response-speed gap that's costing brands conversions, and show where marketing and CX leaders should invest next.

Discover where AI spend is leaking value and what separates this year's leaders from the laggards.

Marketing budgets are under pressure, but teams still evaluate media on delivery rather than quality. The disconnect is costly: spend flows toward low-cost inventory that clears the bar on paper but fails to drive results. Brands closing that gap use quality signals that predict attention and outcomes to guide smarter media decisions and get more […]

The 2026 Outcomes Guide examines 60 paid campaigns across 16 industries to show what's working, where performance breaks down, and how attention influences full-funnel outcomes.

The new report explores where the brand–local relationship breaks down, what the highest performers do differently, and how AI is starting to reshape the franchise operating model.

This Playbook is your guide to a new frontier of marketing, where human creativity meets machine intelligence, and where the brands that adapt fastest will define the next era of B2B growth.

Although global advertising investment hit $1.14 trillion in 2025, these massive sums remain inaccurately tracked. Research consistently shows that up to 47% of marketing spend is wasted on poor attribution. Consequently, only 52% of CMOs can prove marketing’s financial impact to the C-suite. With platform data systematically overstating conversions by 20-40% and global privacy regulations […]

Discover how marketing organizations are preparing for AI-driven execution by building governed data foundations, strengthening decisioning controls, and operating more interoperable stacks.

This report reveals how teams are approaching AEO in practice, where execution breaks down, and what separates early leaders from everyone else.

What you need to know in 2026 to choose the right CMS for your organization in one comprehensive guide.

The 2026 Direct Mail Marketing Benchmark Report combines insights from 500 marketing strategy leaders and 600 U.S. consumers to reveal how direct mail continues to deliver high-impact results.  What’s inside the 2026 direct mail report?

Close the "Engagement Divide" with SAP’s 2026 Global Engagement Index. Use AI to bridge perception gaps and deliver the seamless, personalized experiences your customers demand.