Measurement Powered Growth: Turning Insights into Impact Hosted by Google (In-Person Only)

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Jackson Bazley

Executive Vice President, Measurement for Marketers ANA

RETHINK THE FOUNDATION: BUILDING DATA STRENGTH FOR ROI

In a competitive landscape marked by complex and fragmented customer journeys, relying on a single observable signal is no longer enough. The key to unlocking peak performance with AI is building true Data Strength: the resilience and power that comes from a comprehensive, multi-signal data strategy. This session reframes the path to ROI, showing why marketers must enrich their foundational web data with signals from CRMs and other first-party data sources. Attendees will learn an actionable framework for building their Data Strength, enabling them to fuel AI with a complete picture of the customer journey, measure with confidence, and transform marketing into a proven growth engine - all private by design.

The session will be followed by a fireside chat with Jess Nachtigall, Chief Solutions Officer, Investment Analytics at Jellyfish.

Sara Radin

Director, Analytics & Measurement Platforms Google

ALIGNING MEDIA OPTIMIZATION PROCESSES: BRIDGING GLOBAL AND LOCAL EFFORTS FOR ENHANCED EXECUTION AND BUSINESS IMPACT

Following separation from Johnson & Johnson, Kenvue - the maker of iconic brands such as Neutrogena^®, Listerine^®, Aveeno^®, and Tylenol^® - recognized the critical need for a holistic approach to media budget allocation and optimization. This presentation will explore the evolution of their optimization processes, emphasizing the importance of aligning global strategies and processes with local execution to maximize business impact. They will also share key learnings for successful implementation and highlight some of the challenges encountered.

Madlen Massarlian

Associate Director, Decision Sciences Kenvue

FROM INFORMATION TO ANSWERS

The transformation from ‘validating marketing actions through attribution techniques’ to ‘guiding strategies with evidence-based optimizations.’ Creating a spectrum of complementary measurement tools that eliminate vanity metrics and link marketing purpose to business outcomes. Establishing Marketing Effectiveness as a profit center, with systematic decision guidance for CMOs to build trust with CFOs.

Mike Fogley

AVP, Marketing Effectiveness Verizon

FROM CURIOSITY TO CONVERSION: HOW AI IS REWRITING THE CUSTOMER JOURNEY

2025 has seen Gen AI consumer tools shift from curious experimentation to an integral part of daily life. From the explosion in mobile use of super tools to the impact of AI assistants, Comscore's CustomIQ SVP Smriti Sharma unpacks the scale of the opportunity for advertisers as AI shifted from a buzz word to a must have part of the marketing mix.

Smriti Sharma

Senior Vice President, CustomIQ Comscore

TRIANGULATING GROWTH

What does an MMM and MTA symbiosis look like? How can totality and fractionality coexist? How do you balance seemingly incongruent imperatives of brand building and delivering the bottom line?

Learn Nespresso’s journey seeking answers to these questions. This session will cover how Nespresso is leveraging a trifecta of measurement frameworks to bridge the gap between strategic and tactical guidance expectations that media teams have of their analytics partners.

Tanuj Gupta

Marketing & Investment Analytics, Data & Insights Nespresso

FROM BRAND BUZZ TO BUSINESS IMPACT: REFRAMING ROI TO MEASURE INFLUENCE

In a world where every brand claims to be #1, many metrics are made up, benchmarks set unrealistic expectations, and influencer budgets can disappear overnight — it's time to rethink ROI. By reframing "Return on Investment" as "Return on Influence," marketers can better connect creator campaigns and activations to real business outcomes.

In this session, you'll learn how to quantify influence across platforms, creators, and content using advanced frameworks that link performance to brand health, conversions, and beyond. Together, we’ll unpack what matters, what doesn’t, and why the future of measurement demands more nuance!

Arianna Alleyne

Senior Manager, Influencer Analytics Clarins

LEVERAGING DATA SCIENCE TO OPTIMIZE RETAIL MEDIA CAMPAIGNS

This presentation explores the collaboration between Penguin Random House’s Advertising and Data Science teams to identify profitable campaigns across retail media partners. Using a neural network marketing mix model (MMM), the team calculated incrementality percentages, uncovering hidden, non-linear effects in marketing spend. These insights were used to determine incremental revenue and profit, advocating for increased marketing budgets. Attendees will learn about the methodologies, results, and practical implications for optimizing advertising spend.

Gloria Tononi

Assoc Dir, Advertising Tools & Retail Media Operations Penguin Random House

UNLOCKING THE POWER OF ATTENTION: A NEW ERA IN MARKETING MEASUREMENT

Tristan Renaud

Director of Analytics, Media & Sponsorships Prudential Financial

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