Measure Up Boston! (In-Person Only)

This event is over.

Hosted by Arnold Worldwide at their Boston office, join us for a one-day, members-only conference on marketing measurement. Featuring practical case studies, expert-led sessions, interactive Q&A, and plenty of peer networking to sharpen your measurement, analytics and attribution practice.

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, December 9, 2025
9:00am - 9:30am	WELCOME & REGISTRATION
9:30am - 9:35am	OPENING REMARKS George Sargent Chief Executive Officer Arnold Worldwide Kevin Svenningsen Senior Vice President, Measurement for Marketers ANA
9:35am - 10:05am	MOVING MEASUREMENT BEYOND THE DASHBOARD: BUILDING THE SHARED LANGUAGE BRIDGE ACROSS THE MARKETING FOOD CHAIN Not long-ago marketers were plagued by a reputation of being detached from the business and the boardroom. We could capture culture in a bottle, and our presentations were the most exciting but when it came time to quantify our success, we didn’t have the data to sing for our supper. That’s changed. The modern marketing ecosystem is drowning in data. But we are still seeking clarity. Every function — from media and creative to finance and sales — speaks a different dialect of measurement, often turning the marketing "food chain" into a negotiation. This fragmented vocabulary is perhaps the single greatest obstacle preventing CMOs and brand leaders from securing board-level investment and demonstrating the true enterprise value of their work. In this presentation, Rossetti contends that the path forward is not just chasing new measurement technology — it’s establishing the shared, strategic narrative the whole enterprise can understand. While this session won’t offer a silver bullet solution; it will outline critical conversations marketers must initiate to align disparate teams, secure executive buy-in and begin the process of making marketing performance truly understandable, and valuable to the entire enterprise. Bre Rossetti Chief Strategy Officer Arnold Worldwide View Event Recap
10:05am - 10:35am	FROM RCTS TO CAUSAL ML: WAYFAIR'S EVOLVING INCREMENTALITY MEASUREMENT STACK FOR PROFITABLE MARKETING GROWTH Modern marketing measurement systems triangulate across incrementality experimentation, media mix modeling (MMM), multi-touch attribution (MTA), and proxy signals to provide a complete view of marketing performance. When developing these systems, causal, incremental experimentation serves as the ultimate gold standard for grounding model-driven insights and is essential for both model validation and calibration. This presentation will share Wayfair’s past ten years of learning in implementing a tiered approach to incrementality measurement across all marketing channels. Our goal has consistently been to drive long-term, profitable business growth. In our framework, we leverage a diverse arsenal of techniques to balance statistical rigor with comprehensive coverage of upper, mid, and lower-funnel marketing. This includes customer-level Randomized Controlled Trials (RCTs), geo-based experimentation and quasi-experimentation, vendor-side conversion lift studies, clean rooms, and advanced methods like synthetic control techniques and causal machine learning-based measurement. We will then provide a deep dive into our core learnings and recommendations on best practices for running geo-based experiments. Finally, we will present a few open questions and ongoing challenges for measurement practitioners to consider as the industry continues to evolve. Jerry Chen Head of Marketing and Measurement Science Wayfair
10:35am - 11:00am	NETWORKING BREAK
11:00am - 11:30am	THE EVOLUTION OF MEDIA MEASUREMENT AT BOSE: BUILDING A UNIFIED, CLOSED-LOOP MEASUREMENT SYSTEM TO INFORM AND OPTIMIZE EVOLVING MEDIA INVESTMENT STRATEGIES Sayantan Bose, VP of Marketing Analytics & Insights at Bose, and Michael Bertie, SVP at Ipsos MMA, will walk through Bose's media measurement transformation story. The audio technology company has evolved from using marketing mix models as a 3X-per-year planning tool to building a closed-loop system that drives always-on measurement and optimizations, ongoing testing, and continuous analytic improvement. The session will cover how Bose partnered with Ipsos MMA to develop a fully unified measurement approach, including: MMM and Agile Attribution, in-market testing to validate recommendations before making big moves, and expansion of retail partner measurement to include co-marketing investments beyond Paid Media. Learn how Bose's teams now use these capabilities to plan and optimize budgets with confidence, informed by advanced measurement and testing. Sayantan Bose VP of Marketing Analytics & Insights Bose Michael Bertie Senior Vice President Ipsos MMA View Presentation
11:30am - 12:00pm	TURNING CULTURAL MOMENTS INTO MARKETING MOMENTUM – SONESTA INTERNATIONAL HOTELS AND ROLLING STONE MAGAZINE As the lines between culture and commerce continue to blur, brands that harness the right moments can unlock exponential awareness and affinity. In this session, we’ll share how brands can strategically participate in cultural conversations to drive measurable impact — even with limited paid budgets. Through real-world examples and data-driven results, we’ll explore how experiential activations and content partnerships can extend reach, enhance perception, and create value that lasts long after the event ends. Elizabeth Harlow Chief Brand Officer Sonesta International Hotels View Presentation
12:00pm - 1:00pm	LUNCH
1:00pm - 1:30pm	REBOOTING AN ANALYTICS TEAM: BUILDING TRUST AND NEW CAPABILITIES FOR COMPETITIVE ADVANTAGE When Marcus Dandurand joined Bright Horizons as Senior Director of Marketing Analytics, he inherited a team that was not set up to succeed. Reporting was inconsistent, priorities unclear, response time unacceptable, and the analytics function wasn’t driving business decisions. One year later, the group is a trusted strategic partner to leadership and is on a new trajectory to support performance measurement, test-and-learn programs, and data-driven decision-making throughout the Enterprise Marketing team. In this session, Marcus will share how he started this holistic turnaround of the Marketing Analytics team—diagnosing root causes, making strategic investments, and focusing on capability building. A live case study in change management, Marcus' story is about a team making the shift from reactive service desk to a source of competitive advantage for the organization. Marcus Dandurand Senior Director of Marketing Analytics Bright Horizons David Edelman Executive Advisor Edelman Advisory Services
1:30pm - 2:00pm	FROM DATA TO DECISIONS: USING LTV TO POWER GROWTH, PERSONALIZATION, AND PRODUCT STRATEGY Understanding and applying Customer Lifetime Value (LTV) is critical for businesses with large, diverse user bases. This session explores practical methods to calculate LTV for high-volume, long-tail customer websites, highlighting how to balance accuracy and scalability. It differentiates between observed and predicted LTV, addressing challenges in data sparsity and model bias. Finally, it demonstrates how LTV can inform marketing, personalization, and product investment decisions to drive sustainable growth. Anupam Mishra Head of Analytics, Sr. Director Tripadvisor View Presentation
2:00pm - 2:25pm	NETWORKING BREAK
2:25pm - 2:55pm	BEYOND SCALE: BUILDING GROWTH THROUGH QUALITY AND A CULTURE OF EXPERIMENTATION Growth isn’t just about scaling what converts—it’s about scaling what matters. In this session, we’ll explore how quality assessment sits at the heart of our measurement strategy, ensuring that every decision aligns with strategic business needs. Beyond measuring campaign volume and performance, we evaluate behaviors that signal long-term value to prioritize outcomes that drive sustainable growth and better NPVs. Equally critical is the role of test and learn has in this process as a cultural cornerstone. By embracing experimentation—and even celebrating failure—we create a flywheel for innovation that informs both conversion and quality before scaling. From pod-based testing frameworks to data partnership best practices, we’ll share how this approach de-risks decisions, uncovers new opportunities, and builds resilience in an evolving marketing landscape. Attendees will leave with actionable insights on how to integrate quality metrics and a culture of testing into their growth strategy for smarter, more sustainable results. Alyssa Valerio Vice President, Growth Strategy Citizens Bank Derek Caramella VP, Principal Data Scientist Citizens Bank View Presentation
2:55pm - 3:25pm	HARNESSING THE POWER OF JOURNEY ANALYTICS IN B2B2C MARKETING 90% of executives struggle with starting on CX improvements. For those who invested in journey technologies, 80% see business benefits from better CX. In this session we will explore a case study of how MassMutual leverages Journey Analytics capabilities to discover and optimize both the consumer and advisor experiences. We will also peek under the hood of Journey Analytics data infrastructure and its critical role to enable business success. Key Takeaways: Journey Analytics and its unique value The role of Journey Analytics in enabling business success Journey Analytics case studies and learnings Lin Yuan Head of Journey Analytics & Data Foundation MassMutual Ling Cui Head of Marketing Analytics, Research & Technology MassMutual View Presentation
3:25pm - 3:30pm	CLOSING REMARKS
3:30pm - 4:30pm	WELCOME 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.