The ROI Reckoning: Precision. Performance. Proof. Presented by Viant (In-Person Only)

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The ROI Reckoning is coming, are you ready? Hosted by Viant at their Irvine, CA headquarters, this one-day, members-only conference will address key challenges in marketing measurement due to evolving privacy regulations, AI innovations, and shifting metrics. Join us for a day of expert-led discussions, interactive Q&A sessions, and valuable peer networking opportunities.

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, August 26, 2025
9:00am - 9:30am	WELCOME & REGISTRATION
9:45am - 10:00am	OPENING REMARKS Jackson Bazley Executive Vice President, Measurement for Marketers ANA
10:00am - 10:30am	PROVING IMPACT AND DRIVING OUTCOMES: A MODERN APPROACH TO MARKETING MEASUREMENT Today’s media landscape is more fragmented than ever. With a maze of disconnected channels and inconsistent identifiers powering them, marketers face increasing challenges in understanding what truly drives outcomes. In this opening session, Viant co-founders Tim and Chris Vanderhook will challenge outdated measurement models, especially the overreliance on last-touch attribution, which often misleads brands into over-investing in lower funnel strategies. They’ll unpack why this approach misses the full picture and how the new era of measurement must focus on contribution over credit. The conversation will highlight the critical role of high-impact upper-funnel channels like connected TV (CTV) in building awareness, brand equity, and consideration, all of which set the stage for lower-funnel success. With practical frameworks and real-world examples, this session will help brand leaders reorient their measurement strategies to reflect how consumers actually move through the funnel and how media investments should follow. Tim Vanderhook Co-Founder & CEO Viant Technology Chris Vanderhook Co-Founder & COO Viant Technology
10:30am - 11:00am	THE EFFECTIVENESS TRIFECTA: LESSONS IN MARKETING LEADERSHIP THROUGH DISRUPTION What does it take to drive demand when the rules keep changing? For Mazda North America, the answer has been building a culture of marketing effectiveness. In this candid and engaging session, hear how the brand navigated three once-in-a-lifetime challenges: a pandemic that upended consumer behavior, supply chain shortages that shifted priorities, and tariffs that demanded bold, new strategies. Mazda’s approach has evolved over time—from leveraging precise attribution models during the pandemic to identifying the brand halo’s impact through marketing mix modeling, and now embracing testing and experimentation to navigate the AI-driven disruption of the consumer journey. At the heart of this evolution is a commitment to human-centric decision-making, turning data into actionable insights. Gain a transformational perspective on marketing leadership and learn how connecting metrics to meaning can help any brand achieve true ROI in today’s unpredictable landscape. Chris McClure Sr. Director, Customer Journey, Marketing Science, Planning & Integration Mazda North America
11:00am - 11:30am	NETWORKING BREAK
11:30am - 12:00pm	BEYOND THE SCROLL: HOW CREATIVE DRIVES ROI IN A WORLD OF FLEETING ATTENTION At King’s Hawaiian, we’re not just baking irresistible bread - we’re baking in better ROI. With more eyes scrolling than stopping, we’ve started measuring what really matters: how long people actually watch. Turns out, the secret ingredient isn’t just a really good media strategy - it’s mouthwatering creative coupled with our media strategy that makes people pause, feel, and crave. By leaning into average seconds viewed, we’re rethinking what success looks like, proving that the right creative can turn even a split-second glance into lasting brand love. Gina Beller Senior Digital Marketing Manager King's Hawaiian View Presentation
12:00pm - 12:30pm	CONTEXT THAT CONVERTS: PROVING BRAND IMPACT IN THE AGE OF CTV Connected TV (CTV) is transforming how brands reach audiences, but fragmentation and signal loss have made it harder to prove impact across the funnel. In this fireside chat, IRIS.TV CEO Field Garthwaite and Upwave CEO Chris Kelly will reveal new data showing how contextual targeting is redefining brand performance—without relying on cookies or personal data. They’ll unpack the findings from Upwave's report, The Brand-Building Power of Contextual Targeting on CTV, which shows that campaigns that target IRIS-enabled™ data drive 2x lift in awareness, 3x in ad recall, and 5x in favorability—outperforming standard CTV benchmarks across the board. The conversation will explore how ad placements that target what viewers are watching in real time are helping marketers close the gap between relevance and results. With real-world examples from campaigns, this session will equip brand leaders with a modern framework for full-funnel performance. Attendees will walk away with actionable insights to rethink their targeting and measurement strategies—and reorient CTV investments around what truly drives outcomes. Field Garthwaite CEO IRIS.TV Chris Kelly CEO Upwave View Presentation and Related Materials
12:30pm - 1:30pm	LUNCH
1:30pm - 2:00pm	HOW TOP BRANDS MAKE MEASUREMENT A REVENUE DRIVER What if you could see exactly which ad creatives, audiences, and platforms drive real outcomes—not just impressions? Join Tim Model, Client Data Science Manager at iSpot, for an inside look at the measurement strategies leading advertisers use to turn cross-platform insights into stronger business results. Through a series of powerful case studies, Tim will break down how advertisers prove and scale ad impact across the funnel. Discover the measurement best practices that helped: Drive a 4x increase in dealership visits with the right Linear + OTT mix. Boost conversions by 48.1% with a high-frequency, short-burst campaign strategy. Double foot traffic visit lift using shorter 15-second spots across platforms. Tap into Medium Buyers to unlock 2.4x more incremental transactions. Track one creative’s funnel-wide impact to 837 new vehicle sales. You’ll walk away with a proven framework for optimizing channel mix, creative performance, and targeting to deliver sustained ROI growth. Tim Model Client Data Science Manager iSpot View Presentation
2:00pm - 2:30pm	RAPID MARKETING MIX – PROVIDING MORE REAL-TIME ASSESSMENT TO AID BUSINESS PLANNING DECISIONS This session explores how Clorox is augmenting its traditional Marketing Mix Modeling efforts with an agile and DIY measurement approach, aimed to provide faster insights in addressing our business’s critical questions. Attendees will learn more about Clorox’s journey – both wins and learning moments – in standing up this process, and how an exploration of a faster, more nimble MMM approach can add to their measurement toolkits. Elaine Cline Business Unit Team Lead, Analytics & Data Science Clorox
2:30pm - 3:00pm	BEYOND THE SCOREBOARD: MEASURING THE TRUE ROI OF STRATEGIC PARTNERSHIPS- A CASE STUDY OF NATURE MADE & USA PICKLEBALL This session explores how Nature Made’s partnership with USA Pickleball was evaluated using both traditional and advanced measurement techniques. While brand lift tests showed limited impact, Market Mix Modeling revealed strong returns, highlighting the importance of deeper analytics. Attendees will learn how to measure non-traditional media, overcome common challenges, and apply best practices to prove partnership ROI with precision and performance. Tommaso Visentini Vice President of Analytics, Insights, and Brand Activation Pharmavite
3:00pm - 3:15pm	CLOSING REMARKS Jackson Bazley Executive Vice President, Measurement for Marketers ANA

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.