2025 ANA Measurement & Analytics Conference

TIME	EVENT DETAILS	LOCATION
Monday, September 8, 2025
11:00am - 5:00pm	REGISTRATION OPEN	7th Floor-Grand Ballroom Foyer (IN-PERSON ONLY)
1:00pm - 1:10pm	WELCOME REMARKS Jackson Bazley EVP, Measurement for Marketers ANA	Grand Ballroom Salon 3 (HYBRID)
1:10pm - 1:45pm	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 Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
1:45pm - 2:20pm	MARKETING MEASUREMENT IN THE “BUSINESS OF EXCEPTIONS” Join Ekimetrics for an insightful case study on redefining marketing measurement within a unique event business model—what they call "the business of exceptions." With a dynamic event-driven ecosystem, traditional measurement approaches fall short. Tune in to discover how Ekimetrics partnered together with this events business to design a bespoke, adaptive measurement framework to fit the unique pace, complexity, and variability of the events business. This session offers a behind-the-scenes look at how data science is used to measure marketing impact and decomplexify marketing strategies in a fast-paced business where seemingly no two events are ever quite the same. Sona Abaryan Partner Ekimetrics View Video	Grand Ballroom Salon 3 (HYBRID)
2:20pm - 2:55pm	AUDIO IS HAVING ITS MOMENT: TURNING LISTENER ATTENTION INTO MEASURABLE ROI In 2025, audio is no longer niche—it’s capturing consumer attention like never before. Podcasts, streaming music, and smart speakers are driving deeply engaged audiences at scale. In this session, Comscore and The Trade Desk will show how brands can harness this momentum with precision targeting and currency‑grade measurement to reach the right listeners and prove impact. Jessica Trainor Head of Partnerships Proximic by Comscore Caitlin Kirchner Senior Director, Data Partnerships The Trade Desk View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
2:55pm - 3:02pm	FIRESTARTER SESSION BY MEASURED: FROM CORRELATION TO CAUSATION: SUPERCHARGING MEDIA MIX MODELING WITH INCREMENTALITY In today’s complex media landscape, Media Mix Modeling (MMM) is making a comeback. Without causal grounding, even the most elegant models can mislead. In this thought-leader spotlight, Will Post, VP of Growth at Measured, will reveal how enterprise brands are fusing incrementality testing with MMM to transform models from “best guess” to business-driving truth. Through real-world customer examples, you will see how leading marketers are validating assumptions, improving forecast accuracy, and making investment decisions with confidence. If you want your MMM to move from theoretical to actionable, this session will show you how to get there. Will Post Vice President, Sales Measured View Video and Presentation	Grand Ballroom Salon 3 (HYBRID)
3:02pm - 3:30pm	COFFEE BREAK	Grand Ballroom Foyer (IN-PERSON ONLY)
3:30pm - 4:05pm	THE MEASUREMENT ADVANTAGE: SMARTER MOVES FOR BIGGER WINS When markets move fast and pressure on performance is high, the brands that win aren’t just spending smarter, they’re measuring smarter. In this fireside chat, Gain Theory and the Director of Marketing Analytics at BetMGM will share career‑spanning insights on how the most forward‑thinking brands transform their marketing effectiveness programs to deliver more impact, more often. You’ll discover how to: Unlock new growth levers – Measure and optimize high-impact channels like creative, sponsorships, influencers and retail media. Accelerate insights – Harness tools and approaches to deliver answers at the speed of market opportunities. Bridge insights to action – Close the gap between recommendations and activation by building organizational trust. Get ready to challenge conventional thinking, discover fresh growth strategies, and walk away with practical ideas to drive unmatched value and sustainable business growth. Marina Stuefer Managing Partner Gain Theory Hannah Wilkinson Director of Marketing Analytics BETMGM View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
4:05pm - 4:40pm	HOW MEASUREMENT'S NEXT FRONTIER – OUTCOMES – CAN HELP DRIVE GROWTH FOR MARKETERS Advertisers' ability to track and measure business results have evolved beyond reach and frequency to include outcomes like sales and attention. This is critical in today's changing video landscape, as advertisers struggle to manage investment across an increasingly prolific volume of ad content across multiple platforms and screens, like linear TV, CTV and social video. Against this backdrop of an outcomes-driven marketplace, Nielsen and Realeyes, a leader in attention and creative outcome intelligence, will share new strategies for driving ROI and growth by managing cross-platform campaigns with a deep understanding of the strength and contribution of each individual ad creative. In this presentation we will discuss some of the latest tool integrations, product roadmap, and best-in-class partnerships which are raising the bar for performance and competitive advantage, while simultaneously pioneering measurement’s next frontier: outcomes. Max Kalehoff Chief Growth Officer Realeyes Joann Wolferman VP, Global Strategic Partnerships Nielsen Gena Grish SVP, Enterprise Brand Partnerships Captiv8 View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
4:40pm - 4:45pm	CLOSING REMARKS	Grand Ballroom Salon 3 (HYBRID)
4:45pm - 5:45pm	RECEPTION (Sponsored by Bonsai Data)	Grand Ballroom Foyer (IN-PERSON ONLY)
Tuesday, September 9, 2025
7:00am - 6:30pm	REGISTRATION OPEN	7th Floor-Grand Ballroom Foyer (IN-PERSON ONLY)
8:00am - 9:00am	BREAKFAST (Sponsored by Arima)	Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)
8:00am - 8:20am	TACKLING LOCAL COMPLEXITY: THE NEXT FRONTIER FOR MMM A new frontier in measurement: accounting for multiple dependent variables, channel interplay, and market-specific dynamics to drive performance at the local level — with lessons from a cult-favorite fast-casual brand. Chris Novak Chief Operating Officer Eden Collective Hannah Marsh Media Director Corner Table Creative T.S. Kelly Managing Director Arima	Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)
9:00am - 9:05am	OPENING REMARKS Megan Danielson Director, Agency Partnerships & Measurement Google	Grand Ballroom Salon 3 (HYBRID)
9:05am - 9:40am	WELCOME REMARKS & HOUSEKEEPING Bob Liodice CEO ANA Jackson Bazley EVP, Measurement for Marketers ANA View Presentation	Grand Ballroom Salon 3 (HYBRID)
9:40am - 10:15am	USE OF AI IN DATA QUALITY MANAGEMENT HP's marketing Data Science integrates roughly 2TB of data into their Data Lakehouse each month. Bringing in these large volumes of data to enable uses case ranging from regression modeling to executive level reporting required a comprehensive rethink on how we manage Data Quality. While Data Integrity, Completeness & Validity are core foundational principles of any Data Governance framework, with the advent of AI, how we detect anomalies, perform correction / gap filling, detect variance, identify data relationships across domains and auto-create profiling rules became very critical. This session focuses on the AI-enabled framework that HP's marketing data science team developed to effectively address the varying needs of Data Quality management. Kumar Ram Global Head of Marketing Data Sciences HP Inc. View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
10:15am - 10:50am	RETHINK YOUR MEASUREMENT STRATEGY TO BOOST ROI Unlock the full value of your customer interactions with a comprehensive measurement plan. This session will provide clear, actionable solutions to connect your marketing activities directly to business outcomes. Learn how to activate a holistic approach, which we call Modern Measurement, to effectively measure marketing impact. And discover how combining MMMs, Incrementality, and Attribution can help you understand your marketing effectiveness and its true impact on key business outcomes. Kevin Bielke Managing Director, Measurement & Analytics Google Shamsa Jafri Managing Director of Analytics Hearts & Science View Event Recap	Grand Ballroom Salon 3 (HYBRID)
10:50am - 10:57am	FIRESTARTER SESSION BY OPTIMINE: AGILE ANALYTICS: 5 MARKETING PERFORMANCE CASE STUDIES IN 5 MINUTES Hear how agile, granular MMM can help improve your team's marketing effectiveness, efficiency and ROI. OptiMine will share 5 client case studies in 5 minutes. Christine Dennis SVP Client Growth OptiMine View Video and Presentation	Grand Ballroom Salon 3 (HYBRID)
10:57am - 11:25am	COFFEE BREAK	Grand Ballroom Foyer (IN-PERSON ONLY)
11:25am - 12:00pm	FROM AWARENESS TO ENLISTMENT: MAPPING THE SOLDIER’S JOURNEY THROUGH DATA-DRIVEN MARKETING How do you transform a fleeting impression into a life-changing decision to serve? In this session, we’ll unpack how the U.S. Army Enterprise Marketing Office (AEMO) uses analytics to illuminate every step of the prospect journey — from awareness and digital engagement to contract signing. Split between consumer behavior and operational performance, our talk will reveal how audience segmentation, sentiment tracking, and journey mapping intersect with lead scoring, ROI modeling, and media investment strategy. Through real-world use cases, we’ll explore how Army marketing adapts in near real time to reach the right person, with the right message, at the right moment — and with accountability at every stage. Attendees will gain a rare behind-the-scenes look at a high-stakes, data-integrated marketing ecosystem built to support a mission bigger than brand: inspiring the next generation of Soldiers. Expect an interactive walkthrough of our funnel diagnostics, practical tools, and a few lessons learned in the heat of the recruiting battle. Lieutenant Colonel Erika Zimmermann Chief of Brand Research Development and Innovation U.S. Army Enterprise Marketing Office (AEMO) Lieutenant Colonel Daniel J. Flynn, PhD Chief of Data and Performance U.S. Army Enterprise Marketing Office (AEMO) View Video and Presentation	Grand Ballroom Salon 3 (HYBRID)
12:00pm - 12:35pm	MARKETING AS A BUSINESS DRIVER: LINKEDIN’S JOURNEY FROM MEASUREMENT EXCELLENCE TO GROWTH CATALYST As LinkedIn’s business scaled, so did its ambition for marketing measurement. Paolo Provinciali, VP of Marketing Growth, Performance & Operations, shares how LinkedIn repositioned marketing as a driver of enterprise growth - centralizing strategy, aligning stakeholders, and adopting a Commercial Analytics mindset. You’ll hear the real story behind the transformation: how the team built internal credibility, unified global planning, and optimized KPIs across markets and teams. Paolo will also tackle a modern challenge: evolving from rigid measurement frameworks to more adaptive, forward-looking models - and the friction this shift can create with Finance and other partners. Whether you're rethinking planning, modernizing your measurement stack, or driving better cross-functional decisions, this session delivers hard-won lessons from the front lines. Paolo Provinciali Vice President of Marketing - Growth, Performance, and Operations (GPO) LinkedIn View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
12:35pm - 1:35pm	LUNCH (Sponsored by Ipsos MMA)	Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)
1:10pm - 1:30pm	LUNCH SESSION: FROM SKEPTICS TO ADVOCATES: HOW PRUDENTIAL TURNED MMM INTO PROVEN MARKETING VALUE Join Prudential's Head of Marketing Analytics & Insights, Charlotte Tsou, and Ipsos MMA's Chief Client Officer, Doug Brooks, when they reveal how they transformed stakeholders into measurement champions. This case study discussion shares the strategies that secured finance team buy-in, built enterprise-wide trust in complex analytics, and delivered results that earned marketing a seat at strategic planning. Discover the co-creation playbook that turned measurement from a marketing initiative into an organizational capability everyone believes in. Douglas Brooks Chief Client Officer Ipsos MMA Charlotte Tsou Head of Marketing Analytics & Insights Prudential	Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)
1:35pm - 2:10pm	ELIMINATING WASTE VIA CROSS MEDIA MEASUREMENT The media landscape is fragmented and complex. Consumer habits are changing, and traditional TV viewership is declining as streaming and digital platforms grow. Current measurement systems, often funded by media sellers, can’t keep up with these changes. As a result, advertisers waste money, annoy consumers with excess frequency, and make poor decisions due to inaccurate data. Aquila, built by marketers for marketers and owned by the ANA, measures deduplicated reach and frequency. By reducing excessive ad frequency, companies using Aquila can create more cost-effective media plans by purchasing fewer GRPs, thereby reducing waste by as much as 20 percent. Aquila is the gamechanger marketers have been waiting for. Bill Tucker Chief Executive Officer Aquila – An ANA Company Alex Gaski Senior Director of Marketing & Customer Analytics McDonalds Tina Daniels President and Chief Operating Officer Aquila – An ANA Company Moderated by: Joe Mandese Editor in Chief MediaPost View Video and Presentation	Grand Ballroom Salon 3 (HYBRID)
2:10pm - 2:45pm	MODERNIZING MARKETING MEASUREMENT: HOW H&R BLOCK TRANSFORMED WITH ADOBE MIX MODELER This joint session with Adobe and H&R Block explores how H&R Block transitioned from a traditional third-party MMM provider and manual spreadsheet-heavy work to a more agile, in-house measurement framework using Adobe Mix Modeler. By replacing once-a-year static analyses with more frequent, automated insights, they now support in-season campaign optimizations and more effective end-of-season reporting. You’ll get a look at the change management efforts that shifted leadership mindsets, strengthened IT–marketing collaboration and enabled analysts to move faster with scenario planning and model updates. See how marketing data, incrementality measurement and planning come together in Adobe’s Marketing Measurement solutions—and leave with a framework to enhance your own measurement and optimization strategies. Kristen Harris Director of Marketing Data Strategy and Optimization H&R Block Kiyoshi Ihara Director of Product Management Adobe View Video and Presentation	Grand Ballroom Salon 3 (HYBRID)
2:45pm - 3:20pm	RESETTING THE MEASUREMENT AGENDA: BALANCING REACH, RESONANCE, ROI We’re at a pivotal moment in marketing measurement. Despite the industry’s massive investments in data and tech, we’re still struggling to answer the most basic questions: Are we reaching the right people? Did our message resonate? Did we drive real business outcomes? In this session, we’ll challenge the industry’s addiction to easy metrics and make the case for a new measurement agenda—one that’s built to prioritize what’s meaningful over what’s convenient. It’s time to rebuild our GPS for growth and reconnect strategy, media, and outcomes across Reach, Resonance, and ROI. Risa Andersen VP of Marketing Science PepsiCo View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
3:20pm - 3:27pm	FIRESTARTER SESSION BY GROUNDTRUTH: THE HIDDEN ROI: FINDING THE CUSTOMER THAT DRIVES TRAFFIC & GROWTH Navigating today’s fragmented media landscape and economic uncertainty requires a new approach to marketing measurement. In this session, GroundTruth will show you how to find the “hidden ROI”, the ideal customers you’re missing, by leveraging real-world behavior data. We’ll demonstrate with real-world examples from brands like Duke Cannon and belVita how we identify and target the right audiences, connecting their ad spend directly to tangible business outcomes like in-store visits and sales. By shifting your focus from top-of-funnel vanity metrics to real-world results, you can confidently invest in campaigns that are proven to drive business growth. Rosie O’Meara Chief Executive Officer GroundTruth View Video and Presentation	Grand Ballroom Salon 3 (HYBRID)
3:27pm - 3:50pm	COFFEE BREAK	Grand Ballroom Foyer (IN-PERSON ONLY)
3:50pm - 4:25pm	HOW BAYER’S UNLOCKING TRUE INCREMENTALITY IN RETAIL MEDIA eCommerce is more competitive than ever and with retail media evolving at a breakneck pace, the key challenge remains: how can brands maximize the impact of these investments in retail media? In this session, Angela Fenwick will share how Bayer is pioneering a new approach to retail media optimization and planning by integrating neutral, transparent incrementality based measurement with real-time media activation. Through a groundbreaking partnership with Incremental and Skai, Bayer achieved a 32% boost in incremental return on investment (iROI) and transformed how it manages campaigns across retail media networks. Key takeaways will include: The limitations of traditional retail media metrics like ROAS and why they can misrepresent campaign success. How incrementality measurement is reshaping retail media strategies by distinguishing true sales impact from baseline demand. The power of integrating measurement directly with activation. Best practices for brands looking to maximize efficiency and scale their retail media investments without increasing spend. With competition in retail media intensifying, brands must move beyond conventional metrics and embrace smarter, data-driven strategies. Join this session to discover how Bayer is setting a new standard for retail media effectiveness and what it means for the future of digital advertising. Angela Fenwick Director of Ecommerce Sales Bayer David Pollet CEO Incremental View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
4:25pm - 5:00pm	WHERE TO PLACE THAT NEXT DOLLAR: MAXIMIZING MARKETING EFFECTIVENESS THROUGH COLLABORATIVE INSIGHT In this presentation, we will delve into strategies for aligning marketing measurements across teams and fostering agreement on a measurement toolbox. By unifying methodologies, data and metrics, businesses can gain clear insights into the effectiveness of their marketing investments, enabling informed decisions about resource allocation. Attendees will hear how a cohesive approach to measurement optimizes marketing spending, ensuring that every dollar is strategically placed to drive growth and performance. Nicole Kane Vice President & General Manager, Breakfast Category Bimbo Bakeries USA View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
5:00pm - 5:35pm	DESIGNING RESILIENT RESEARCH FOR CHANGING ENVIRONMENTS Organizations are facing an unprecedent period of change to which they must react quickly. Yet they still want to be able to track data such as brand health over time. How do we design survey-based research to last as company strategy and behaviors changes? Are tracking studies even feasible or valuable these days? Learn techniques that have extended the life cycle and value of ongoing research at a leading technology company known for change. Renee Daulong Global Brand and Reputation Research Manager, Brand Content & Insights Dell View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
5:35pm - 5:40pm	CLOSING REMARKS	Grand Ballroom Salon 3 (HYBRID)
5:45pm - 7:00pm	RECEPTION (Sponsored by Uptempo)	Grand Ballroom Foyer (IN-PERSON ONLY)
Wednesday, September 10, 2025
7:15am - 10:45am	REGISTRATION OPEN	7th Floor-Grand Ballroom Foyer (IN-PERSON ONLY)
8:00am - 9:00am	BREAKFAST (Sponsored by Goodway Group)	Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)
8:00am - 8:20am	BUILDING BOARDROOM-READY MARKETING: ALIGNING STRATEGY, SPEND & STORY WITH C-SUITE GOALS This session will explore how marketing leaders can build smarter MarTech strategies that align with evolving C-suite expectations — and how to defend and grow their budgets using a data framework designed for both agility and accountability. Led by two senior leaders from Goodway Group — one a media visionary, the other a data analytics expert — and moderated by a seasoned growth consultant, this conversation will equip marketers with the tools and mindset to move faster, measure better, and make decisions that resonate with finance, operations, and the CEO alike. Attendees will learn: How to set up a strategic data framework that maps directly to business goals Which metrics matter most in the boardroom — and how to get to them faster How to identify high-growth opportunities through smarter media mix modeling How to bridge the gap between media strategy, campaign optimization, and C-suite alignment What 2025 trends are reshaping media investment, AI adoption, and MarTech ROI Stephani Estes Chief Media Officer Goodway Group Scott Blessman VP, Analytics and Data Insights Goodway Group	Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)
9:00am - 9:05am	OPENING REMARKS Jackson Bazley Executive Vice President, Measurement for Marketers ANA	Grand Ballroom Salon 3 (HYBRID)
9:05am - 9:40am	REIMAGINING MARKETING MEASUREMENT FOR PROFITABLE GROWTH IN BFSI: THE USAA APPROACH The Banking, Financial Services, and Insurance (BFSI) sectors are undergoing rapid transformation, driven by post-pandemic behavioral shifts, climate-related risks, fluctuating interest rates, and rising operational costs. These pressures have led to unprecedented levels of customer shopping activity within the category, revealing the limitations of traditional marketing models that focus narrowly on short-term ROI. In this session, we will explore how USAA is addressing these challenges by reengineering its marketing measurement framework to support a "profitable growth" strategy. By combining campaign-centric and customer-centric metrics into a single view , USAA is aligning its marketing efforts with long-term value creation across business units and fostering high-quality membership growth for the association. Attendees will gain insight into how USAA integrates metrics like Customer Lifetime Value (CLTV) , credit quality to ensure marketing investments align with financial risk profiles, and applies incrementality testing to isolate the true impact of marketing activities. This holistic, data-driven approach enables smarter decision-making, more precise targeting, and sustained long-term customer value. Sasi Telluri Head of Brand Analytics USAA View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
9:40am - 10:15am	HOW ELI LILLY OUTMANEUVERS THE COMPETITION IN A FRAGMENTED MEDIA WORLD Pharma brands spent $2.89B on TV in H1 2025, making up 6.02% of ad impressions—but as viewers shift to streaming, reaching audiences efficiently is harder than ever. Eli Lilly is leading the way with a unified measurement approach to rise above the fragmentation chaos, and their strategy offers lessons for all brands. Join Zack Schroll, Associate Vice President of Global Consumer and HCP Media Analytics at Eli Lilly & Company, and Whitney Teplitzky, Sr. Director of Customer Success at iSpot, as they break down key TV and video ad trends, from Share of Voice across linear and streaming to shifts among top pharma players. Learn how Eli Lilly uses iSpot Unified Measurement to track deduplicated reach and frequency across publishers and how you can apply their approach to boost your media performance. Get a behind-the-scenes look at pharma advertising and walk away with strategies for outsmarting competitors, optimizing reach across platforms, and maximizing impact in today’s fragmented landscape. Zack Schroll Associate Vice President of Global Consumer and HCP Media Analytics Eli Lilly & Company Whitney Teplitzky Senior Director, Brand Partnerships iSpot View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
10:15am - 10:22am	FIRESTARTER SESSION BY INSTACART: MEASURING INCREMENTALITY WITH CAUSALITY: HOW TO MAXIMIZE RETURN ON INVESTMENT Abhi Jain, senior director of media analytics at Instacart, dives into causal methods of measuring incrementality and the importance of pushing the retail media industry toward adopting randomized controlled trials (RCTs), the gold standard for measuring advertising effectiveness. Abhi Jain Senior Director, Media Analytics Instacart View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
10:22am - 10:45am	COFFEE BREAK	Grand Ballroom Foyer (IN-PERSON ONLY)
10:45am - 11:20am	DRIVING PRECISION AND IMPACT: TRANSFORMING PHARMACEUTICAL OUTCOMES WITH CTV MEASUREMENT As pharmaceutical brands shift to digital-first marketing, Connected TV (CTV) has emerged as a high-impact channel for reaching healthcare professionals, patients, and caregivers with precision. With its addressable, data-driven capabilities, CTV enables marketers to track engagement, optimize spend, and deliver measurable ROI—surpassing the limitations of traditional TV. In this session, Novartis will share how they are successfully leveraging CTV to enhance brand visibility, drive prescription lift, and improve patient outcomes. By integrating CTV campaign data with advanced measurement frameworks, pharma marketers can ensure compliance while achieving critical goals such as increasing condition awareness, educating patients, improving adherence, and accelerating treatment initiation. Join us to explore how CTV is transforming healthcare marketing through real-time insights, better targeting, and scalable impact. Hemant Kumar Executive Director, Enterprise Resource Optimization Novartis View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
11:20am - 11:55am	“DUDE, WHERE’S MY CAR” HOW THE SIMPLEST QUESTIONS CAN START YOU ON A JOURNEY TO REBUILDING YOUR DATA ECOSYSTEM Like many legacy companies, McDonald’s was still reliant on old school business projections that did little to answer simple questions like: Did this campaign drive more sales from trade or from new visits? How much impact did weather actually have on business vs XYZ thing we did at the same time? How much did we leave on the table by pulling XYZ product? Learn how McDonald’s moved from legacy BI methods and customer surveys to a modern, cutting edge data ecosystem designed to answer the simple to the complex questions. Learn watch outs, common pitfalls, and secrets to success on this very human journey to more a rigorous data analytic practice. Go on this journey from high level data reporting to telling data narratives centered on the “why” and the “so what” to help the business make truly data informed strategic decisions. Alex Gaski Senior Director of Marketing & Customer Analytics McDonalds View Event Recap and Related Materials	Grand Ballroom Salon 3 (HYBRID)
11:55am - 12:30pm	TAKING YOUR MEASUREMENT IN-HOUSE: OCEAN SPRAY JOURNEY Several years ago, Ocean Spray made a pivotal decision to bring their measurement capabilities In-House. Since then, they've significantly expanded both the scope and depth of their measurement deliverables, driving efficiencies, while achieving significant advancements across key areas such as Marketing Mix Modeling (MMM), Price & Promotion Modeling, Randomized Control Trials (RCTs), Controlled Store Testing (CST), Consumption Modeling, and Business Intelligence (BI) Reporting. In this session, Jeff Doud will share how Ocean Spray's journey began with strategically hiring dedicated Data Science, and Reporting Teams. Discover how this transformation enabled Ocean Spray to reduce measurement costs, while increasing output, speed to delivery, and enhancing their overall measurement quality and business insights. Jeff Doud Head of Advanced Analytics, Modeling Ocean Spray Cranberries	Grand Ballroom Salon 3 (HYBRID)
12:30pm - 12:32pm	CLOSING REMARKS	Grand Ballroom Salon 3 (HYBRID)

11:00am
- 5:00pm

REGISTRATION OPEN

7th Floor-Grand Ballroom Foyer (IN-PERSON ONLY)

1:00pm
- 1:10pm

WELCOME REMARKS

Jackson Bazley: EVP, Measurement for Marketers ANA

Grand Ballroom Salon 3 (HYBRID)

1:10pm
- 1:45pm

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 Event Recap and Related Materials

Grand Ballroom Salon 3 (HYBRID)

1:45pm
- 2:20pm

MARKETING MEASUREMENT IN THE “BUSINESS OF EXCEPTIONS”

Join Ekimetrics for an insightful case study on redefining marketing measurement within a unique event business model—what they call "the business of exceptions." With a dynamic event-driven ecosystem, traditional measurement approaches fall short. Tune in to discover how Ekimetrics partnered together with this events business to design a bespoke, adaptive measurement framework to fit the unique pace, complexity, and variability of the events business. This session offers a behind-the-scenes look at how data science is used to measure marketing impact and decomplexify marketing strategies in a fast-paced business where seemingly no two events are ever quite the same.

Sona Abaryan: Partner Ekimetrics

View Video

Grand Ballroom Salon 3 (HYBRID)

2:20pm
- 2:55pm

AUDIO IS HAVING ITS MOMENT: TURNING LISTENER ATTENTION INTO MEASURABLE ROI

In 2025, audio is no longer niche—it’s capturing consumer attention like never before. Podcasts, streaming music, and smart speakers are driving deeply engaged audiences at scale. In this session, Comscore and The Trade Desk will show how brands can harness this momentum with precision targeting and currency‑grade measurement to reach the right listeners and prove impact.

Jessica Trainor: Head of Partnerships Proximic by Comscore

Caitlin Kirchner

Senior Director, Data Partnerships The Trade Desk

View Event Recap and Related Materials

Grand Ballroom Salon 3 (HYBRID)

2:55pm
- 3:02pm

FIRESTARTER SESSION BY MEASURED: FROM CORRELATION TO CAUSATION: SUPERCHARGING MEDIA MIX MODELING WITH INCREMENTALITY

In today’s complex media landscape, Media Mix Modeling (MMM) is making a comeback. Without causal grounding, even the most elegant models can mislead. In this thought-leader spotlight, Will Post, VP of Growth at Measured, will reveal how enterprise brands are fusing incrementality testing with MMM to transform models from “best guess” to business-driving truth. Through real-world customer examples, you will see how leading marketers are validating assumptions, improving forecast accuracy, and making investment decisions with confidence. If you want your MMM to move from theoretical to actionable, this session will show you how to get there.

Will Post: Vice President, Sales Measured

View Video and Presentation

Grand Ballroom Salon 3 (HYBRID)

3:02pm
- 3:30pm

COFFEE BREAK

Grand Ballroom Foyer (IN-PERSON ONLY)

3:30pm
- 4:05pm

THE MEASUREMENT ADVANTAGE: SMARTER MOVES FOR BIGGER WINS

When markets move fast and pressure on performance is high, the brands that win aren’t just spending smarter, they’re measuring smarter.

In this fireside chat, Gain Theory and the Director of Marketing Analytics at BetMGM will share career‑spanning insights on how the most forward‑thinking brands transform their marketing effectiveness programs to deliver more impact, more often. You’ll discover how to:

Unlock new growth levers – Measure and optimize high-impact channels like creative, sponsorships, influencers and retail media.

Accelerate insights – Harness tools and approaches to deliver answers at the speed of market opportunities.

Bridge insights to action – Close the gap between recommendations and activation by building organizational trust.

Get ready to challenge conventional thinking, discover fresh growth strategies, and walk away with practical ideas to drive unmatched value and sustainable business growth.

Marina Stuefer: Managing Partner Gain Theory

Hannah Wilkinson

Director of Marketing Analytics BETMGM

View Event Recap and Related Materials

Grand Ballroom Salon 3 (HYBRID)

4:05pm
- 4:40pm

HOW MEASUREMENT'S NEXT FRONTIER – OUTCOMES – CAN HELP DRIVE GROWTH FOR MARKETERS

Advertisers' ability to track and measure business results have evolved beyond reach and frequency to include outcomes like sales and attention. This is critical in today's changing video landscape, as advertisers struggle to manage investment across an increasingly prolific volume of ad content across multiple platforms and screens, like linear TV, CTV and social video. Against this backdrop of an outcomes-driven marketplace, Nielsen and Realeyes, a leader in attention and creative outcome intelligence, will share new strategies for driving ROI and growth by managing cross-platform campaigns with a deep understanding of the strength and contribution of each individual ad creative.

In this presentation we will discuss some of the latest tool integrations, product roadmap, and best-in-class partnerships which are raising the bar for performance and competitive advantage, while simultaneously pioneering measurement’s next frontier: outcomes.

Max Kalehoff: Chief Growth Officer Realeyes

Joann Wolferman

VP, Global Strategic Partnerships Nielsen

Gena Grish

SVP, Enterprise Brand Partnerships Captiv8

View Event Recap and Related Materials

Grand Ballroom Salon 3 (HYBRID)

4:40pm
- 4:45pm

CLOSING REMARKS

Grand Ballroom Salon 3 (HYBRID)

4:45pm
- 5:45pm

RECEPTION

Grand Ballroom Foyer (IN-PERSON ONLY)

7:00am
- 6:30pm

REGISTRATION OPEN

7th Floor-Grand Ballroom Foyer (IN-PERSON ONLY)

8:00am
- 9:00am

BREAKFAST

Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)

8:00am
- 8:20am

TACKLING LOCAL COMPLEXITY: THE NEXT FRONTIER FOR MMM

A new frontier in measurement: accounting for multiple dependent variables, channel interplay, and market-specific dynamics to drive performance at the local level — with lessons from a cult-favorite fast-casual brand.

Chris Novak: Chief Operating Officer Eden Collective

Hannah Marsh

Media Director Corner Table Creative

T.S. Kelly

Managing Director Arima

Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)

9:00am
- 9:05am

OPENING REMARKS

Megan Danielson: Director, Agency Partnerships & Measurement Google

Grand Ballroom Salon 3 (HYBRID)

9:05am
- 9:40am

WELCOME REMARKS & HOUSEKEEPING

Bob Liodice: CEO ANA

Jackson Bazley

EVP, Measurement for Marketers ANA

View Presentation

Grand Ballroom Salon 3 (HYBRID)

9:40am
- 10:15am

USE OF AI IN DATA QUALITY MANAGEMENT

HP's marketing Data Science integrates roughly 2TB of data into their Data Lakehouse each month. Bringing in these large volumes of data to enable uses case ranging from regression modeling to executive level reporting required a comprehensive rethink on how we manage Data Quality.

While Data Integrity, Completeness & Validity are core foundational principles of any Data Governance framework, with the advent of AI, how we detect anomalies, perform correction / gap filling, detect variance, identify data relationships across domains and auto-create profiling rules became very critical.

This session focuses on the AI-enabled framework that HP's marketing data science team developed to effectively address the varying needs of Data Quality management.

Kumar Ram: Global Head of Marketing Data Sciences HP Inc.

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Grand Ballroom Salon 3 (HYBRID)

10:15am
- 10:50am

RETHINK YOUR MEASUREMENT STRATEGY TO BOOST ROI

Unlock the full value of your customer interactions with a comprehensive measurement plan. This session will provide clear, actionable solutions to connect your marketing activities directly to business outcomes. Learn how to activate a holistic approach, which we call Modern Measurement, to effectively measure marketing impact. And discover how combining MMMs, Incrementality, and Attribution can help you understand your marketing effectiveness and its true impact on key business outcomes.

Kevin Bielke: Managing Director, Measurement & Analytics Google

Shamsa Jafri

Managing Director of Analytics Hearts & Science

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Grand Ballroom Salon 3 (HYBRID)

10:50am
- 10:57am

FIRESTARTER SESSION BY OPTIMINE: AGILE ANALYTICS: 5 MARKETING PERFORMANCE CASE STUDIES IN 5 MINUTES

Hear how agile, granular MMM can help improve your team's marketing effectiveness, efficiency and ROI. OptiMine will share 5 client case studies in 5 minutes.

Christine Dennis: SVP Client Growth OptiMine

View Video and Presentation

Grand Ballroom Salon 3 (HYBRID)

10:57am
- 11:25am

COFFEE BREAK

Grand Ballroom Foyer (IN-PERSON ONLY)

11:25am
- 12:00pm

FROM AWARENESS TO ENLISTMENT: MAPPING THE SOLDIER’S JOURNEY THROUGH DATA-DRIVEN MARKETING

How do you transform a fleeting impression into a life-changing decision to serve? In this session, we’ll unpack how the U.S. Army Enterprise Marketing Office (AEMO) uses analytics to illuminate every step of the prospect journey — from awareness and digital engagement to contract signing.

Split between consumer behavior and operational performance, our talk will reveal how audience segmentation, sentiment tracking, and journey mapping intersect with lead scoring, ROI modeling, and media investment strategy. Through real-world use cases, we’ll explore how Army marketing adapts in near real time to reach the right person, with the right message, at the right moment — and with accountability at every stage.

Attendees will gain a rare behind-the-scenes look at a high-stakes, data-integrated marketing ecosystem built to support a mission bigger than brand: inspiring the next generation of Soldiers. Expect an interactive walkthrough of our funnel diagnostics, practical tools, and a few lessons learned in the heat of the recruiting battle.

Lieutenant Colonel Erika Zimmermann: Chief of Brand Research Development and Innovation U.S. Army Enterprise Marketing Office (AEMO)

Lieutenant Colonel Daniel J. Flynn, PhD

Chief of Data and Performance U.S. Army Enterprise Marketing Office (AEMO)

View Video and Presentation

Grand Ballroom Salon 3 (HYBRID)

12:00pm
- 12:35pm

MARKETING AS A BUSINESS DRIVER: LINKEDIN’S JOURNEY FROM MEASUREMENT EXCELLENCE TO GROWTH CATALYST

As LinkedIn’s business scaled, so did its ambition for marketing measurement. Paolo Provinciali, VP of Marketing Growth, Performance & Operations, shares how LinkedIn repositioned marketing as a driver of enterprise growth - centralizing strategy, aligning stakeholders, and adopting a Commercial Analytics mindset.

You’ll hear the real story behind the transformation: how the team built internal credibility, unified global planning, and optimized KPIs across markets and teams. Paolo will also tackle a modern challenge: evolving from rigid measurement frameworks to more adaptive, forward-looking models - and the friction this shift can create with Finance and other partners.

Whether you're rethinking planning, modernizing your measurement stack, or driving better cross-functional decisions, this session delivers hard-won lessons from the front lines.

Paolo Provinciali: Vice President of Marketing - Growth, Performance, and Operations (GPO) LinkedIn

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Grand Ballroom Salon 3 (HYBRID)

12:35pm
- 1:35pm

LUNCH

Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)

1:10pm
- 1:30pm

LUNCH SESSION: FROM SKEPTICS TO ADVOCATES: HOW PRUDENTIAL TURNED MMM INTO PROVEN MARKETING VALUE

Join Prudential's Head of Marketing Analytics & Insights, Charlotte Tsou, and Ipsos MMA's Chief Client Officer, Doug Brooks, when they reveal how they transformed stakeholders into measurement champions. This case study discussion shares the strategies that secured finance team buy-in, built enterprise-wide trust in complex analytics, and delivered results that earned marketing a seat at strategic planning. Discover the co-creation playbook that turned measurement from a marketing initiative into an organizational capability everyone believes in.

Douglas Brooks: Chief Client Officer Ipsos MMA

Charlotte Tsou

Head of Marketing Analytics & Insights Prudential

Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)

1:35pm
- 2:10pm

ELIMINATING WASTE VIA CROSS MEDIA MEASUREMENT

The media landscape is fragmented and complex. Consumer habits are changing, and traditional TV viewership is declining as streaming and digital platforms grow. Current measurement systems, often funded by media sellers, can’t keep up with these changes. As a result, advertisers waste money, annoy consumers with excess frequency, and make poor decisions due to inaccurate data. Aquila, built by marketers for marketers and owned by the ANA, measures deduplicated reach and frequency. By reducing excessive ad frequency, companies using Aquila can create more cost-effective media plans by purchasing fewer GRPs, thereby reducing waste by as much as 20 percent. Aquila is the gamechanger marketers have been waiting for.

Bill Tucker: Chief Executive Officer Aquila – An ANA Company

Alex Gaski

Senior Director of Marketing & Customer Analytics McDonalds

Tina Daniels

President and Chief Operating Officer Aquila – An ANA Company

Moderated by:

Joe Mandese

Editor in Chief MediaPost

View Video and Presentation

Grand Ballroom Salon 3 (HYBRID)

2:10pm
- 2:45pm

MODERNIZING MARKETING MEASUREMENT: HOW H&R BLOCK TRANSFORMED WITH ADOBE MIX MODELER

This joint session with Adobe and H&R Block explores how H&R Block transitioned from a traditional third-party MMM provider and manual spreadsheet-heavy work to a more agile, in-house measurement framework using Adobe Mix Modeler. By replacing once-a-year static analyses with more frequent, automated insights, they now support in-season campaign optimizations and more effective end-of-season reporting. You’ll get a look at the change management efforts that shifted leadership mindsets, strengthened IT–marketing collaboration and enabled analysts to move faster with scenario planning and model updates.

See how marketing data, incrementality measurement and planning come together in Adobe’s Marketing Measurement solutions—and leave with a framework to enhance your own measurement and optimization strategies.

Kristen Harris: Director of Marketing Data Strategy and Optimization H&R Block

Kiyoshi Ihara

Director of Product Management Adobe

View Video and Presentation

Grand Ballroom Salon 3 (HYBRID)

2:45pm
- 3:20pm

RESETTING THE MEASUREMENT AGENDA: BALANCING REACH, RESONANCE, ROI

We’re at a pivotal moment in marketing measurement. Despite the industry’s massive investments in data and tech, we’re still struggling to answer the most basic questions:

Are we reaching the right people?
Did our message resonate?
Did we drive real business outcomes?

In this session, we’ll challenge the industry’s addiction to easy metrics and make the case for a new measurement agenda—one that’s built to prioritize what’s meaningful over what’s convenient. It’s time to rebuild our GPS for growth and reconnect strategy, media, and outcomes across Reach, Resonance, and ROI.

Risa Andersen: VP of Marketing Science PepsiCo

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Grand Ballroom Salon 3 (HYBRID)

3:20pm
- 3:27pm

FIRESTARTER SESSION BY GROUNDTRUTH: THE HIDDEN ROI: FINDING THE CUSTOMER THAT DRIVES TRAFFIC & GROWTH

Navigating today’s fragmented media landscape and economic uncertainty requires a new approach to marketing measurement. In this session, GroundTruth will show you how to find the “hidden ROI”, the ideal customers you’re missing, by leveraging real-world behavior data. We’ll demonstrate with real-world examples from brands like Duke Cannon and belVita how we identify and target the right audiences, connecting their ad spend directly to tangible business outcomes like in-store visits and sales. By shifting your focus from top-of-funnel vanity metrics to real-world results, you can confidently invest in campaigns that are proven to drive business growth.

Rosie O’Meara: Chief Executive Officer GroundTruth

View Video and Presentation

Grand Ballroom Salon 3 (HYBRID)

3:27pm
- 3:50pm

COFFEE BREAK

Grand Ballroom Foyer (IN-PERSON ONLY)

3:50pm
- 4:25pm

HOW BAYER’S UNLOCKING TRUE INCREMENTALITY IN RETAIL MEDIA

eCommerce is more competitive than ever and with retail media evolving at a breakneck pace, the key challenge remains: how can brands maximize the impact of these investments in retail media?

In this session, Angela Fenwick will share how Bayer is pioneering a new approach to retail media optimization and planning by integrating neutral, transparent incrementality based measurement with real-time media activation. Through a groundbreaking partnership with Incremental and Skai, Bayer achieved a 32% boost in incremental return on investment (iROI) and transformed how it manages campaigns across retail media networks.

Key takeaways will include:

The limitations of traditional retail media metrics like ROAS and why they can misrepresent campaign success.
How incrementality measurement is reshaping retail media strategies by distinguishing true sales impact from baseline demand.
The power of integrating measurement directly with activation.
Best practices for brands looking to maximize efficiency and scale their retail media investments without increasing spend.

With competition in retail media intensifying, brands must move beyond conventional metrics and embrace smarter, data-driven strategies. Join this session to discover how Bayer is setting a new standard for retail media effectiveness and what it means for the future of digital advertising.

Angela Fenwick: Director of Ecommerce Sales Bayer

David Pollet

CEO Incremental

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Grand Ballroom Salon 3 (HYBRID)

4:25pm
- 5:00pm

WHERE TO PLACE THAT NEXT DOLLAR: MAXIMIZING MARKETING EFFECTIVENESS THROUGH COLLABORATIVE INSIGHT

In this presentation, we will delve into strategies for aligning marketing measurements across teams and fostering agreement on a measurement toolbox. By unifying methodologies, data and metrics, businesses can gain clear insights into the effectiveness of their marketing investments, enabling informed decisions about resource allocation. Attendees will hear how a cohesive approach to measurement optimizes marketing spending, ensuring that every dollar is strategically placed to drive growth and performance.

Nicole Kane: Vice President & General Manager, Breakfast Category Bimbo Bakeries USA

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Grand Ballroom Salon 3 (HYBRID)

5:00pm
- 5:35pm

DESIGNING RESILIENT RESEARCH FOR CHANGING ENVIRONMENTS

Organizations are facing an unprecedent period of change to which they must react quickly. Yet they still want to be able to track data such as brand health over time. How do we design survey-based research to last as company strategy and behaviors changes? Are tracking studies even feasible or valuable these days? Learn techniques that have extended the life cycle and value of ongoing research at a leading technology company known for change.

Renee Daulong: Global Brand and Reputation Research Manager, Brand Content & Insights Dell

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Grand Ballroom Salon 3 (HYBRID)

5:35pm
- 5:40pm

CLOSING REMARKS

Grand Ballroom Salon 3 (HYBRID)

5:45pm
- 7:00pm

RECEPTION

Grand Ballroom Foyer (IN-PERSON ONLY)

7:15am
- 10:45am

REGISTRATION OPEN

7th Floor-Grand Ballroom Foyer (IN-PERSON ONLY)

8:00am
- 9:00am

BREAKFAST

Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)

8:00am
- 8:20am

BUILDING BOARDROOM-READY MARKETING: ALIGNING STRATEGY, SPEND & STORY WITH C-SUITE GOALS

This session will explore how marketing leaders can build smarter MarTech strategies that align with evolving C-suite expectations — and how to defend and grow their budgets using a data framework designed for both agility and accountability.

Led by two senior leaders from Goodway Group — one a media visionary, the other a data analytics expert — and moderated by a seasoned growth consultant, this conversation will equip marketers with the tools and mindset to move faster, measure better, and make decisions that resonate with finance, operations, and the CEO alike.

Attendees will learn:

How to set up a strategic data framework that maps directly to business goals
Which metrics matter most in the boardroom — and how to get to them faster
How to identify high-growth opportunities through smarter media mix modeling
How to bridge the gap between media strategy, campaign optimization, and C-suite alignment
What 2025 trends are reshaping media investment, AI adoption, and MarTech ROI

Stephani Estes: Chief Media Officer Goodway Group

Scott Blessman

VP, Analytics and Data Insights Goodway Group

Grand Ballroom Salon 1& 2 (IN-PERSON ONLY)

9:00am
- 9:05am

OPENING REMARKS

Jackson Bazley: Executive Vice President, Measurement for Marketers ANA

Grand Ballroom Salon 3 (HYBRID)

9:05am
- 9:40am

REIMAGINING MARKETING MEASUREMENT FOR PROFITABLE GROWTH IN BFSI: THE USAA APPROACH

The Banking, Financial Services, and Insurance (BFSI) sectors are undergoing rapid transformation, driven by post-pandemic behavioral shifts, climate-related risks, fluctuating interest rates, and rising operational costs. These pressures have led to unprecedented levels of customer shopping activity within the category, revealing the limitations of traditional marketing models that focus narrowly on short-term ROI.

In this session, we will explore how USAA is addressing these challenges by reengineering its marketing measurement framework to support a "profitable growth" strategy. By combining campaign-centric and customer-centric metrics into a single view , USAA is aligning its marketing efforts with long-term value creation across business units and fostering high-quality membership growth for the association.

Attendees will gain insight into how USAA integrates metrics like Customer Lifetime Value (CLTV) , credit quality to ensure marketing investments align with financial risk profiles, and applies incrementality testing to isolate the true impact of marketing activities. This holistic, data-driven approach enables smarter decision-making, more precise targeting, and sustained long-term customer value.

Sasi Telluri: Head of Brand Analytics USAA

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Grand Ballroom Salon 3 (HYBRID)

9:40am
- 10:15am

HOW ELI LILLY OUTMANEUVERS THE COMPETITION IN A FRAGMENTED MEDIA WORLD

Pharma brands spent $2.89B on TV in H1 2025, making up 6.02% of ad impressions—but as viewers shift to streaming, reaching audiences efficiently is harder than ever. Eli Lilly is leading the way with a unified measurement approach to rise above the fragmentation chaos, and their strategy offers lessons for all brands.

Join Zack Schroll, Associate Vice President of Global Consumer and HCP Media Analytics at Eli Lilly & Company, and Whitney Teplitzky, Sr. Director of Customer Success at iSpot, as they break down key TV and video ad trends, from Share of Voice across linear and streaming to shifts among top pharma players. Learn how Eli Lilly uses iSpot Unified Measurement to track deduplicated reach and frequency across publishers and how you can apply their approach to boost your media performance.

Get a behind-the-scenes look at pharma advertising and walk away with strategies for outsmarting competitors, optimizing reach across platforms, and maximizing impact in today’s fragmented landscape.

Zack Schroll: Associate Vice President of Global Consumer and HCP Media Analytics Eli Lilly & Company

Whitney Teplitzky

Senior Director, Brand Partnerships iSpot

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Grand Ballroom Salon 3 (HYBRID)

10:15am
- 10:22am

FIRESTARTER SESSION BY INSTACART: MEASURING INCREMENTALITY WITH CAUSALITY: HOW TO MAXIMIZE RETURN ON INVESTMENT

Abhi Jain, senior director of media analytics at Instacart, dives into causal methods of measuring incrementality and the importance of pushing the retail media industry toward adopting randomized controlled trials (RCTs), the gold standard for measuring advertising effectiveness.

Abhi Jain: Senior Director, Media Analytics Instacart

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Grand Ballroom Salon 3 (HYBRID)

10:22am
- 10:45am

COFFEE BREAK

Grand Ballroom Foyer (IN-PERSON ONLY)

10:45am
- 11:20am

DRIVING PRECISION AND IMPACT: TRANSFORMING PHARMACEUTICAL OUTCOMES WITH CTV MEASUREMENT

As pharmaceutical brands shift to digital-first marketing, Connected TV (CTV) has emerged as a high-impact channel for reaching healthcare professionals, patients, and caregivers with precision. With its addressable, data-driven capabilities, CTV enables marketers to track engagement, optimize spend, and deliver measurable ROI—surpassing the limitations of traditional TV.

In this session, Novartis will share how they are successfully leveraging CTV to enhance brand visibility, drive prescription lift, and improve patient outcomes. By integrating CTV campaign data with advanced measurement frameworks, pharma marketers can ensure compliance while achieving critical goals such as increasing condition awareness, educating patients, improving adherence, and accelerating treatment initiation.

Join us to explore how CTV is transforming healthcare marketing through real-time insights, better targeting, and scalable impact.

Hemant Kumar: Executive Director, Enterprise Resource Optimization Novartis

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Grand Ballroom Salon 3 (HYBRID)

11:20am
- 11:55am

“DUDE, WHERE’S MY CAR” HOW THE SIMPLEST QUESTIONS CAN START YOU ON A JOURNEY TO REBUILDING YOUR DATA ECOSYSTEM

Like many legacy companies, McDonald’s was still reliant on old school business projections that did little to answer simple questions like:

Did this campaign drive more sales from trade or from new visits?
How much impact did weather actually have on business vs XYZ thing we did at the same time?
How much did we leave on the table by pulling XYZ product?

Learn how McDonald’s moved from legacy BI methods and customer surveys to a modern, cutting edge data ecosystem designed to answer the simple to the complex questions.

Learn watch outs, common pitfalls, and secrets to success on this very human journey to more a rigorous data analytic practice. Go on this journey from high level data reporting to telling data narratives centered on the “why” and the “so what” to help the business make truly data informed strategic decisions.

Alex Gaski: Senior Director of Marketing & Customer Analytics McDonalds

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Grand Ballroom Salon 3 (HYBRID)

11:55am
- 12:30pm

TAKING YOUR MEASUREMENT IN-HOUSE: OCEAN SPRAY JOURNEY

Several years ago, Ocean Spray made a pivotal decision to bring their measurement capabilities In-House. Since then, they've significantly expanded both the scope and depth of their measurement deliverables, driving efficiencies, while achieving significant advancements across key areas such as Marketing Mix Modeling (MMM), Price & Promotion Modeling, Randomized Control Trials (RCTs), Controlled Store Testing (CST), Consumption Modeling, and Business Intelligence (BI) Reporting.

In this session, Jeff Doud will share how Ocean Spray's journey began with strategically hiring dedicated Data Science, and Reporting Teams. Discover how this transformation enabled Ocean Spray to reduce measurement costs, while increasing output, speed to delivery, and enhancing their overall measurement quality and business insights.

Jeff Doud: Head of Advanced Analytics, Modeling Ocean Spray Cranberries

Grand Ballroom Salon 3 (HYBRID)

12:30pm
- 12:32pm

CLOSING REMARKS

Grand Ballroom Salon 3 (HYBRID)