Nir Elharar — Chief Marketing Officer, Atera
Published:
I’m also disaggregating brand lift from message lift: standard brand tracking tells you if people remember Atera, but what I actually need is a belief-attribution measure, whether people who’ve seen the campaign agree with the underlying claim that most IT friction is avoidable at a higher rate than people who haven’t, independent of whether they can name us as the source. If awareness moves but belief-agreement doesn’t, we’ve bought attention, not conviction.
What does Nir Elharar say on The Agile Brand podcast?
Nir Elharar, Chief Marketing Officer, Atera, says: Nir Elharar, Chief Marketing Officer at Atera, argues that buyers have moved beyond evaluating AI on demos and now demand measurable outcomes. He explains how marketing measurement must shift from attention (awareness) to conviction (belief-attribution), prescribes writing tests that could fail before campaigns launch, and describes how enterprise buying changes marketing storytelling — translating certifications and guardrails into plain-language proof. The interview centers on practical accountability for AI and marketing spend.
From: The Agile Brand podcast
Cite as: Nir Elharar. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/nir-elharar-im-also-disaggregating-brand-lift-from-message-lift-standa