Reclaiming Quality in Go-to-Market: Imperatives for Marketing and Measurement hosted by Marketbridge (In-Person Only)

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Hosted by, Marketbridge, this one-day, members-only conference in Bethesda, MD will tackle today’s most urgent marketing measurement challenges — from shifting privacy regulations and AI-driven disruption to evolving performance metrics. The event will feature expert-led discussions, interactive Q&A sessions, and valuable networking with fellow industry leaders.

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, October 28, 2025
9:00am - 9:40am	WELCOME & REGISTRATION
9:40am - 9:45am	OPENING REMARKS Kevin Svenningsen Senior Vice President, Measurement for Marketers ANA
9:45am - 10:15am	QUALITY MARKETING ANALYTICS It might not seem like it, but marketing is in crisis. A perfect storm driven by targeting technology, financial short-termism, monopolistic platforms, and AI is driving a backlash, manifested in declining lifetime values and increasingly hard-to-reach audiences. This phenomenon can be best described as a loss of trust—in brands, their campaigns, the companies they represent, and the channels they use to communicate. Marketing analytics has a unique ability to help marketers regain this trust, by focusing on quality. In this session, we will explore how marketing analytics can reclaim its human essence while driving precision and performance. Drawing inspiration from the Toyota Production System and philosophical reflections on digital disembodiment, we will introduce five principles for quality in marketing analytics: truth-seeking, humanization, transparency, ownership, and probabilistic communication. Attendees will learn how to balance systematized rigor with empathetic insight, build reproducible analytics stacks, and empower marketing teams through democratized data environments. Expect a provocative and practical roadmap for elevating analytics from dashboards to decisions—and from metrics to meaning. Andy Hasselwander Chief Analytics Officer Marketbridge View Presentation
10:15am - 10:45am	BIGGER HAYSTACKS DON’T MEAN MORE NEEDLES. ADVERTISING TO HUMANS. CEOs, CFOs, and Boards of Directors are increasing scrutiny on their advertising investments in a world where fraud is rampant and the connection between advertising efforts and outcomes is more tenuous than ever. With more advertising spend moving to AI and machine-executed campaigns, is there anything that can be applied from the past to rebuild the trust in our Marketing departments? By combining classical direct response strategies with today’s technology and AI-augmented advanced analytics, we can. Learn how we can do so by starting with humans. Mark Pilipczuk Principal of The Industrial Arts Former CMO
10:45am - 11:15am	QUALITY IN ATTENTION MEASUREMENT United Kinective Media and Adelaide showcase how attention-based measurement validates United’s new Connected Media channel. Early testing shows in-flight pre-roll video drives premium engagement, with AU scores on par with CTV and 74% higher than OLV benchmarks. Learn how brands can activate this high-attention environment to deliver impactful storytelling. Sarah Powell Director of Partnerships and Business Development Adelaide Eliza Nevers Managing Director, Product and Engineering United Airlines
11:15am - 11:30am	NETWORKING BREAK
11:30am - 12:00pm	DATA VISUALIZATION FOR ART, SCIENCE, AND INSIGHT Data visualization is both the first and last mile of insight, allowing us to explore the data that we've collected, and to convey our insights to audiences who are ever more attuned to images instead of white papers and spreadsheets.This session explores some notable examples of data visualization, and offers several best practices and tools for bringing data visualization into your own analytics practice. Adam Korengold Analytics Lead @ The National Institutes of Health/SCI & Adjunct Professor MICA View Event Recap
12:00pm - 12:30pm	BUILDING IMPACTFUL ANALYTICS TEAMS: MARKETING AND BEYOND This session will discuss ways to develop the muscle of turning analytics into a true engine of business growth. Lessons from cross-industry journey in marketing, finance, and business transformation — will relay how the most impactful analysts think like business leaders first and data experts second. Discover some ways to spark curiosity, tell compelling stories with data, and build lean, high-performing teams that deliver insights with speed and purpose. Walk away with practical ideas to elevate your analytics function from reporting to real influence and results. Sravanthi Konduri AVP, Marketing Analytics Navy Federal Credit Union
12:30pm - 1:30pm	LUNCH
1:30pm - 2:00pm	QUALITY IN OMNICHANNEL MARKETING: DELIVERING THE RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT COST In today’s data-rich environment, interest-based targeting doesn’t cut it. Through data, we know who our ideal customers are, and how the incredible value they contribute to our success compares to other segments. A key measure of marketing quality is our ability to maximize our success with our best customers. Quality targeting involves identifying our most valuable prospects through techniques like lookalike models that combine the best of online, offline, and transactional data. Quality messaging requires delivering impactful impressions as part of wholistic campaigns that efficiently and effectively deliver multiple touch points to the same individual. Quality measurement lets us understand who is responding, and the incremental impact of each campaign element. In this session, we will discuss: How Marketing Quality Drives Success Targeting Ideal Customer Segments with Models Powered by Multiple Data Sources Delivering Multiple Impactful Impressions Driving Attribution and Incremental Impact Ray Van Iterson Manager, Marketing Strategy United States Postal Service View Presentation
2:00pm - 2:30pm	FROM REACH TO RESONANCE: UNLOCKING VALUE THROUGH TIERED AUDIENCE INTEGRATION Automotive marketers often debate the balance of brand (tier 1) and retailer (tier 3) marketing for the best results. But what if the real advantage lies in linking these tiers together to create a unified, high-value audience strategy? In this session, Mitsubishi Motors will share how we leverage The Trade Desk’s Tier 1 and Tier 3 data to build connected audience journeys—maximizing both reach and relevance. By integrating these tiers, we can attribute sales directly to impressions across the funnel, enabling true ROI calculation and smarter optimization. Attendees will learn: Why a single-tier focus leaves value on the table—and how cross-tier integration drives incremental impact. How Mitsubishi connects tiered audiences to guide consumers from awareness to conversion. The role of impression-level sales attribution in proving ROI and informing budget allocation. A practical framework for balancing efficiency, quality, and performance in a tiered media strategy. Joe Cashen Manager, Marketing Intelligence Mitsubishi Motors David Riva Director, Global Client Development The Trade Desk
2:30pm - 3:00pm	IP ADDRESS LINKAGE ACCURACY STUDY: PRELIMINARY RESULTS IP Address is a common identifier currently used across the Marketing Technology Ecosystem for ad targeting and measurement. The Coalition for Innovative Media Measurement (CIMM), along with Go Addressable, recently commissioned a study performed by Truthset to quantify the accuracy of linking this commonly used identifier to consumer households. In this session, the President of Truthset, will take us through the preliminary results of the study. Gregg Galletta President Truthset View Presentation
3:00pm - 3:05pm	CLOSING REMARKS
3:05pm - 4:00pm	NETWORKING RECEPTION

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.