MarTech Committee Meeting: Drive Smarter Decisions: The Art and Science of Cross-Channel Measurement

I. Welcome & Introductions

John Hardy, SVP, MarTech, ANA

II. Committee Overview 

III. Drive Smarter Decisions: The Art and Science of Cross-Channel Measurement

Marketing technology teams must master measurement to clearly link their efforts to business outcomes and confidently justify investments to executive leadership. Yet, many organizations still grapple with accurately capturing cross-channel interactions and understanding their true impact on business performance. This expert-led session featuring a top media agency practitioner will delve into how best-in-class measurement strategies deliver precise attribution and transparent ROI calculations that resonate with the C-suite. Attendees will learn innovative techniques for tracking and analyzing campaign data across multiple touchpoints, building robust attribution models, and translating complex analytics into clear, strategic recommendations.

Through actionable insights and practical examples, participants will leave empowered to refine their measurement frameworks, boost the credibility of their marketing analytics, and ensure that every marketing dollar invested can be accounted for with clarity and precision. Elevate your team’s measurement strategy and secure the executive buy-in needed for continued growth and success.

IV: Marketing Measurement: How Two Brands Mastered Measurement for Improved Outcomes

This session will detail how two brands, the World Wildlife Fund and The Nature Conservancy, have used various cross channel marketing measurement techniques to improve business outcomes. We will cover how these brands are implementing AI and analytics, the use cases where various analytics and measurement techniques have been implemented, and the results both brands have achieved.  This session will bring the analytical power of SAS MarTech solutions into plain view for attendees.

V. Roundtable Discussion with Q&A 

VI. Closing Remarks, What's Next? 

Speakers

Jessica Nachtigall, CSO Investment Analytics, Jellyfish

Jonathan Moran, Head of Martech Solutions Marketing, SAS 

Mr. Moran is responsible for global marketing activities for SAS’s marketing solutions. Mr. Moran has over 20 years of marketing technology and customer analytics industry experience. Prior to SAS, Mr. Moran worked at both Earnix and the Teradata Corporation in pre-sales, consulting, and marketing roles.

Over the past 20 plus years, Mr. Moran has had the opportunity to not only architect, develop, demonstrate, and implement analytical software solutions, but he has also had the unique opportunity to work on-site with Fortune 500 customers across industries helping them solve unique analytics business issues.

Mr. Moran graduated from North Carolina State University with an undergraduate double major in Marketing and Spanish Languages and Literatures. Mr. Moran also holds a MBA from North Carolina State University with a concentration in Technology Commercialization.

Craig Kestecher, Systems Engineer – Global Customer Intelligence team, SAS

Craig Kestecher is a Systems Engineer on the Global Customer Intelligence team at SAS, where he leverages his expertise in analytics, technology, and industry best practices to help organizations in banking, retail, and healthcare build high-impact customer engagement solutions. Drawing on his background in Management Information Systems from Temple University’s Fox School of Business, Craig partners with clients to architect adaptive marketing systems that deliver personalized, data-driven experiences while maximizing return on investment. With a strong blend of technical acumen and client-facing experience, he supports the development, implementation, and sales engineering of customer intelligence platforms, helping brands transform their digital strategies through intelligent decisioning. Additionally, Craig has completed the Advanced Attribution Certificate Program through the ANA.