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Agenda

Join marketing and data leaders for a dynamic half-day program focused on the future of outcome measurement. Explore how the industry is advancing MMM 4.0, applying AI and data maturity models, leveraging all-party data, and strengthening brand trust through governance. Featuring insights from top marketers — including Gülen Bengi, chief media officer at Mars — alongside interactive roundtables, this session delivers actionable strategies and fresh insights to elevate measurement and data practices across the industry.

8:00–9:00 a.m. ET: NETWORKING BREAKFAST

9:00–9:05 a.m. ET: GAME-CHANGING APPROACHES IN MEASUREMENT AND DATA: Welcome remarks with David Fogarty and Jackson Bazley.

9:05–9:25 a.m. ET: INNOVATING MARKETING MEASUREMENT: Jackson Bazley highlights how Final Outcome Measurement and Cross-Media Measurement (Aquila) are enabling faster, smarter impact evaluation and more confident growth decisions.

9:25–9:50 a.m. ET: BUILDING CONFIDENCE IN DATA: COLLABORATION AND TRUST: David Fogarty will share industry initiatives and tools to advance MMM 4.0, elevate all-party data quality, and strengthen brand trust through governance.

9:50–10:10 a.m. ET: INSIDE MARS: DATA INNOVATION IN ACTION: In this exclusive pre-recorded interview, Gülen Bengi, chief media officer and Sam Chang, global head of consumer data strategy, reveal how Mars is translating data and measurement strategy into innovation, trust, and growth.

10:10–10:30 a.m. ET: ADVANCING DATA AND MARKETING SCIENCE MATURITY THROUGH AI: Deloitte and Joan FitzGerald discuss where the industry stands today, what capabilities are needed now, and what’s coming next. They’ll outline how AI-enabled capabilities to advance multifaceted measurement and stronger data practices can unlock growth and move the industry forward.

10:30–11:00 a.m. ET: NETWORKING BREAK

11:00–11:40 a.m. ET: ROUNDTABLE DISCUSSIONS – Turning Data and Measurement into Growth: Four concurrent discussions, each addressing a core challenge:

1. Measuring What Matters: MMM 4.0 and Outcomes
2. Charting the Path: Data Maturity
3. Collaborating for Value: All-Party Data
4. Owning Trust: Governance and Brand Confidence

11:40-12:00 p.m. ET: READOUT AND NEXT STEPS: Council leaders summarize key insights from the case studies and roundtable discussions and outline next steps for industry leadership through ANA’s Data Excellence practice.

12:00 p.m.–1:00 p.m. ET: NETWORKING LUNCH

Speakers

David Fogarty is currently the SVP, Practice Lead of the Data Excellence and Privacy Practice at the Association of Natural Advertisers. Before this David was the CEO and principal of Global Decision Science Enterprises which is a digital transformation and analytics consulting firm. He was also the Founder of an AI startup, that focused on developing patented AI solutions related to drones, pets, healthcare, and IoT. David's remarkable career is also marked by significant Fortune 100 corporate contributions to organizations such as Cigna/Evernorth and General Electric, where he set up and led large analytic teams and made a significant impact on the top and bottom lines of those organizations. He has more than 10 US patents or patents pending on business analytics algorithms. Beyond his entrepreneurial and corporate achievements, David has also played a pivotal role in academia. He has nearly two decades of teaching experience at some of the most prestigious universities, such as Columbia University, NYU, and Cornell University. David is a best-selling and highly cited author with over 50 published research papers in peer-reviewed academic journals and has written and published seven books on the topics of management, data and analytics.

Jackson Bazley is an EVP at the ANA, where he leads the Measurement for Marketers practice, driving the industry measurement agenda through the lens of the marketer. Previously, Mr. Bazley spent nearly three decades with Ernst & Young, working extensively in both audience measurement and advertising-centric evaluation and measurement.

Joan Fitzgerald is a seasoned leader in data strategy, measurement, and privacy, with extensive experience helping brands, publishers, and agencies navigate the complex marketing ecosystem. She currently serves as Vice President of Data Excellence and Privacy at the Association of National Advertisers, where she provides leadership, community engagement, and education to help marketers manage evolving data challenges and privacy priorities. Prior to joining ANA, Joan was the Founder and CEO of Data ImpacX LLC, a consultancy specializing in data-driven strategies for paid media optimization, media performance measurement, customer acquisition, data management, and analytics across a wide range of brands, publishers, and agencies. Joan has held senior roles across the media and marketing technology landscape, including DataTech Practice Lead at iSOCRATES LLC, Head of Business Intelligence at PetMeds / 1800PetMeds, Product Management at ProUnlimited (Google), SVP Advanced TV Global Partnerships at PremiumMedia360, and leadership roles at TiVo, comScore, and Nielsen Audio. She has driven cross-platform measurement initiatives, digital transformation strategies, advanced analytics, and new product development across television, streaming, and digital channels. With over two decades of experience at the intersection of media, technology, and analytics, Joan is recognized for her expertise in leveraging data to enhance marketing performance, ensure privacy compliance, and deliver measurable business impact.