Unlock smarter strategies
for attribution, search and conversion in the AI era
In today's rapidly evolving digital landscape, marketing leaders must rethink traditional strategies to stay ahead. Attribution as we know it is fading away, zero-click behaviours are redefining search, and customer journeys have become fragmented across countless platforms and touchpoints. To win in this new era, marketers must optimise everything — from broader channel integration to deep-funnel conversion strategies.
Join this half-day intensive masterclass, designed exclusively for marketing leaders seeking cutting-edge insights and actionable strategies to drive sustained performance and growth. Learn how to adapt to the death of traditional attribution, leverage zero-click marketing, embrace the evolution of SEO, reignite brand building, and harness the full power of conversion rate optimisation.
Topics Covered
1. The Death of Attribution
- Why traditional attribution models are becoming obsolete
- Adopting an integrated approach to your marketing channels
- Understanding zero-click marketing: why it matters and how consumer behaviour changes everything
2. Search Everywhere Optimisation
- The future of SEO: video, social media, zero-click searches, voice search, and large language models (LLMs)
- Why brand building and creativity are essential to long-term success
- Building connections by meeting customers in their existing communities through strategic content, video, and social media engagement
3. Show Some Love to the Bottom of the Funnel
- Maximising marketing budgets through conversion rate optimisation (CRO)
- A/B testing techniques to unlock deeper insights about customer behaviour
- Practical strategies to optimise your website and deliver significant improvements across all marketing channels
Learning outcomes
By the end of this masterclass, participants will:
- Understand how to pivot away from misleading attribution models towards effective marketing measurement.
- Leverage the principles of zero-click marketing to adapt strategies to evolving consumer behaviours.
- Identify emerging trends in SEO and strategically integrate video, voice search, social media, and AI-driven tactics.
- Implement brand-building strategies that go beyond branded search to drive stronger, broader market impact.
- Utilise advanced conversion rate optimisation techniques to optimise budget efficiency, drive deeper customer insights, and significantly enhance overall channel performance.
Who should attend
This masterclass is tailored specifically for
- Chief Marketing Officers (CMOs)
- Heads of Marketing
- Senior Marketing Leaders and Strategists
- Marketing Directors and Managers
Attendees will gain actionable insights and strategies designed to help marketers drive measurable growth and innovation within their organisations.
Facilitator
Michael Laps
Founder of VCMO
Michael has spent the last 15 years working with leaders, executives and leadership teams to drive rapid growth for their companies.
An award-winning marketer, at 25 Michael founded what became one of Australia’s premier independent digital agencies. By the time he exited in mid-2022, Yoghurt had a team of 35 and was working with household names like ANZ Bank, H&R Block, P&O Cruises, R.M. Williams, Converse, the NRL and many more.
Since then, Michael has founded his own consultancy. His specialty is delivering rapid growth by creating effective strategies, building world-class teams, and implementing critical processes.
In his spare time, Michael is a board member and advisor, a guest lecturer at Australia's top universities, and a trainer at Australia’s peak marketing body, the Australian Marketing Institute.
*This course qualifies for 16 PMP points under the AMI’s Certified Practising Marketer program.