Measurement by Design: Modeling for Growth hosted by OUTFRONT Media (In-Person Only)

OPENING REMARKS

Jackson Bazley

Executive Vice President, Measurement for Marketers ANA

THE MONEYBALL OF MEASUREMENT

Learn how evaluating a single channel in isolation can lead marketers to undervalue its impact on success. We'll illuminate why OOH may be the most underrated media channel in the game and how it can become the secret ingredient to supercharge the rest of your media mix. OUTFRONT shares how IRL media goes further than just brand building, it amplifies digital investments and drives measurable results. With real-world case studies from leading brands, OUTFRONT will show how data-led OOH is delivering outsized returns — and why it's earning a bigger spot in the smartest brands’ playbooks.

Prem Purayil

CTO OUTFRONT Media

PRIVACY-COMPLIANT INCREMENTALITY TESTING WITH DATA CLEAN ROOMS

Measuring the incremental impact of advertising on new customers through customer-level experiments remains challenging, especially with growing privacy constraints. This session will cover how to design privacy-preserving environments for randomized control trials and quasi-experiments with data clean rooms. We'll also explore key nuances and limitations of common measurement approaches.

Issac Dinner

VP of Applied ML/AI Vivid Seats

UNMATCHED VALUE: UNLOCKING SUSTAINABLE GROWTH THROUGH MARKETING EFFECTIVENESS

Discover how leading global brands are transforming their marketing effectiveness programs to unlock growth and deliver unmatched value. In this session, Gain Theory will share how expanding measurement coverage, increasing to speed to insights, and improving operational efficiencies can drive impactful decisions and measurable results.

Hear a real-world success story from Diageo and gain practical recommendations to elevate your own approach. Walk away with fresh perspectives and actionable ideas to maximize the impact of your marketing investments. Don’t miss this opportunity to learn how to turn data into sustainable growth. 

Karen Kaufman

Chief Strategy Officer Gain Theory

FROM COST CENTER TO GROWTH ENGINE: LEADING CHANGE IN MARKETING MEASUREMENT

Changing how a company views marketing takes more than data—it requires people, patience, and a plan. At Prudential, we reshaped executive thinking through a mix of persistence, partnership, and proof, turning marketing from a line item into a lever for growth. This session shares what worked, what didn’t, and offers a practical roadmap to help your teams gain leadership buy-in and embed measurement into strategic decisions.

Tristan Renaud

Director, Advanced Marketing Analytics Prudential

SMARTER TOGETHER: HOW MARKETING AND MEDIA TEAMED UP TO OPTIMIZE A&P AND UNLOCK GROWTH

What happens when marketing effectiveness and media strategy join forces? In this session, we’ll share how we’ve worked together to optimize A&P by brand and touchpoint—balancing creative commitment, the role of the touchpoint, and smart experimentation. We'll talk about what’s working, what we’ve learned from lower-performing touchpoints, and how we're turning those insights into clear, scalable best practices. Simple ideas, strong results, and a few surprises along the way.

Karen Chisholm

Director, Marketing Effectiveness Pernod Ricard USA

UNLEASHING MARKETING ROI: THE POWER OF CREATIVE MEASUREMENT

This presentation explores breakthrough research from Google and Ekimetrics, revealing that creative accounts for a staggering 60% of campaign performance. Discover a clear framework to quantify and optimize creative's impact within Marketing Mix Models (MMMs).

Sona Abaryan

Partner Ekimetrics

BRAND EQUITY TRACKING – FROM CHECK BOX EXERCISE TO ACTIONABLE TOOL

Is your brand equity tracking study no more than a standard report that gets issued every year?  This session provides practical solutions for building a brand equity tracking program that goes beyond basic reporting.  We’ll explore how to turn traditional metrics into actionable insights that drive strategic decisions and improve brand performance.  Attendees will leave with a framework for creating a more impactful and meaningful brand equity program.

Michelle Gibb

Vice President, Insights & Analytics Mondelez

REFLECTIONS ON WOMEN'S AGING JOURNEY: A 2025 AARP MIRROR/MIRROR STUDY ON AUTHENTICITY AND REPRESENTATION

Karen Chong

Vice President of Audience Strategy AARP

CLOSING REMARKS

Jackson Bazley

Executive Vice President, Measurement for Marketers ANA