These slides are from a presentation given at the International Search Summit Barcelona 2025. Most advertising platforms are engineered for e-commerce, where value is instant, conversions are binary, and outcomes are easily measured. But lead generation tells a more complex, slower-burning story – especially across international markets. In these slides, Iselin Heggedal from Usercentrics explores how advanced lead gen tactics can do more than just plug the gaps in platform optimization. When applied thoughtfully, strategies like dynamic goal setting, probabilistic value assignment, and real-time predictive modeling can become powerful tools for uncovering market-specific insights. Whether you are entering new regions or optimizing existing ones, this approach can help you surface localized truths that can power your next wave of global expansion.
