Smarter Measurement, Smarter Marketing: Mastering ROI in 2025 hosted by Adobe (In-Person Only)

This event is over.

In 2025, proving marketing impact is more challenging than ever as privacy regulations tighten, AI reshapes analytics, and traditional metrics fall short.

Join ANA’s Measurement for Marketers practice on May 1st at Adobe Headquarters in San Jose for a one-day, members-only conference tackling the biggest challenges in measurement today. Connect with peers and gain actionable insights to drive smarter marketing in 2025 and beyond.

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, May 1, 2025
9:00am - 9:30am	WELCOME & REGISTRATION
9:30am - 9:45am	OPENING REMARKS Jackson Bazley Executive Vice President, Measurement for Marketers ANA
9:45am - 10:15am	FROM LAST-TOUCH TO INCREMENTALITY: ADOBE MARKETING’S MEASUREMENT TRANSFORMATION IN FOUR PARTS Go behind the scenes on how Adobe marketing increased its contribution to subscription growth by 75% after moving beyond last-touch attribution and building a measurement system that truly reflected marketing’s impact. The journey? A bold, step-by-step transformation that aligned executives, united marketing and finance, restructured agency collaboration, and implemented a sophisticated, future-proof modeling solution. In this session with Adobe's Director of Product Marketing, we’ll break down: Why we abandoned last-touch attribution—and the executive alignment needed to make the shift How we built a scalable measurement framework—from strategy workshops to implementation The role of modeling and experimentation in overcoming data loss from cookies Our strengthened agency relationship and processes —how consolidation and clear accountability improved measurement accuracy If you’re struggling with measurement challenges in a privacy-first world, this session will provide practical, battle-tested guidance straight from Adobe’s playbook. Learn what worked, what didn’t, and how to apply these insights to your own organization. Lily Chiu-Watson Director of Product Marketing Adobe View Event Recap
10:15am - 10:45am	MEASURING BRAND EQUITY: THE DATA BEHIND CONSUMER PERCEPTION In today’s competitive CPG landscape, brand equity distinguishes category leaders from commodity products. This session examines two brands within the same category—Challenge Butter, a long-standing heritage brand, and Danish Creamery, a newer brand with recent investment and low awareness—and how a shared brand equity measurement model can provide tailored insights for different brand growth stages. Attendees will gain an understanding of the key metrics that define attitudinal brand equity and explore an empirical model for measuring and tracking brand perception over time. The session will also highlight how brand perceptions take time to grow, erode, or change and how customizable metrics and a flexible model structure allow this approach to be applied across different categories. Through real-world case studies, this session will provide marketers with a practical framework for protecting and strengthening brand equity as a critical business asset. Priya Kumar VP Marketing Challenge Dairy Ray Barber President Global Research Partners View Event Recap
10:45am - 11:15am	NETWORKING BREAK
11:15am - 11:45am	A VINTAGE APPROACH: MEASURING WHAT MATTERS We spend a great deal of time and effort discussing measurement: audience measurement, cross platform media measurement, the difference between currency and measurement, attribution, various campaign KPIs, ROAS… it’s exhausting. Moreover, with the rising privacy concerns and the loss of identifiers, many of us are drowning in all the “workaround” solutions. The worst part? A lot of the discussions yield very little changes— we still see campaigns optimized on CTR, reported based on last touch attribution, and siloed reports that can never be reconciled. It’s time to refocus on the business growth, prioritize the efforts, and measure what matters. Don’t get distracted by vanity metrics: optimizing the wrong metrics can be costly Never trust someone grading their own homework— at least get someone else to check it Be aware of the trade-offs between immediate returns and brand growth (rethink ROAS) Structure the team so measurement and insights are working hand-in-hand as one instead of two separate divisions Sable Mi Advertising Author and Strategist View Event Recap
11:45am - 12:15pm	NAVIGATING RETAIL MEDIA NETWORK MEASUREMENT In today’s rapidly evolving retail media network landscape, inconsistent measurement standards across retailers present significant challenges for brands seeking to quantify their return on investment. This session explores Foster Farms’ approach to building more actionable and business-aligned measurement practices for their retail media network investments that go beyond traditional ROAS. Rachel Ferrer Senior Director of Integrated Marketing & Communications Foster Farms
12:15pm - 1:15pm	LUNCH
1:15pm - 1:45pm	FULL-FUNNEL MEDIA CAMPAIGNS AND LEVERAGING CASUAL AND DETERMINISTIC METHODS TO CAPTURE PERFORMANCE In today’s complex media landscape, measuring the impact of full-funnel campaigns requires a holistic approach that goes beyond traditional approaches. This presentation explores how brands can leverage both causal inference methods and deterministic tracking to capture performance across the funnel—from brand awareness to business outcomes like sales. We will discuss the role of different attribution methods in quantifying impact across the funnel and leveraging a framework that makes decision-making easier. By integrating these methodologies, advertisers can achieve a more accurate and actionable view of media effectiveness, driving smarter investment decisions. Smiti Paul VP Analytics Canvas Worldwide Alyssa Doffing Senior Marketing Manager Zillow
1:45pm - 2:15pm	BRAVE BY THE NUMBERS THROUGH AGILE MEASUREMENT We Are Brave. It’s more than a manifesto; it’s the mindset powering Clorox Marketing’s transformation of measurement to enable bold decisions through faster, smarter data-driven insights. This presentation explores how Clorox is evolving its measurement strategy to be more agile, scalable, and impactful. You’ll get an inside look at our measurement roadmap, an in-depth view of the Measurement Toolkit, and real-world examples of how we’re putting it into action. From Media Mix Modeling (MMM) and Test, Learn & Scale (TLS) to Multi-Touch Attribution (MTA), discover how our integrated measurement approach informs both strategic direction and tactical execution, driving business impact across short-term ROI and long-term growth. You’ll also learn how collaboration, automation, and a test-and-learn culture come to life through agile measurement, fueling rapid experimentation and enabling marketing teams to make smarter choices with greater confidence. At Clorox, being brave means using data not just to track performance, but to lead the way for business actions at Clorox. Yushuang Zhou Senior Director Analytics, Data Science & Syndicated Data The Clorox Company
2:15pm - 2:30pm	CLOSING REMARKS Jackson Bazley Executive Vice President, Measurement for Marketers ANA
2:30pm - 3:30pm	NETWORKING RECEPTION Join us for a Networking Happy Hour from 3:05 PM to 4:00 PM to enjoy drinks and connect with fellow professionals . Afterward, feel free to visit the Adobe Company Store to explore exclusive merchandise. See you there!

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.