2026 ANA Measurement & Analytics Conference, Presented by Google

TIME	EVENT DETAILS	LOCATION
Monday, September 28, 2026
9:00am - 6:00pm	REGISTRATION	Atlantic Foyer (IN-PERSON ONLY)
9:30am - 11:15am	2026 MEASUREMENT & ANALYTICS CONFERENCE- THE EARLY ACCESS SERIES These sessions are ONLY open for in-person Client-Side Members attendees.	Caribbean/Caspian (IN-PERSON ONLY)
9:30am - 10:00am	INCREMENTALITY MEASUREMENT THROUGH EXPERIMENTATION: UNLOCKING THE VALUE OF This session is ONLY open for in-person Client-Side Members attendees. In a landscape with thousands of vendor data signals, identifying what truly drives incremental impact is critical. At U.S. Bank, we built an experiment-led measurement framework combining predictive modeling with controlled testing to evaluate hundreds of attributes across vendors and isolate true lift. This session will showcase how integrating foundational and intent signals, and validating them through in-market experimentation, drives stronger targeting, higher response rates, and measurable ROI improvements. Learn how to scale evaluation across 1000s of signals, prioritize high-impact data using advanced analytics, and establish a repeatable framework for continuous optimization. Archana Basarur SVP, Marketing Analytics U.S. Bank	Caribbean/Caspian (IN-PERSON ONLY)
10:00am - 10:30am	INSIDE UNITED AIRLINES’ EMPLOYEE CREATOR STRATEGY This session is ONLY open for in-person Client-Side Members attendees. When consumers trust people more than traditional brand advertising, United Airlines is tapping into an unexpected advantage: its own employees. From pilots to customer service representatives to HR professionals, frontline and corporate employees are credible and compelling storytellers on social media.  Learn how United considers employee-led content creation and activations a channel in the airline's marketing strategy to expand reach, improve brand perceptions, and attract top talent. You’ll hear how United activates employees as trusted brand advocates, turns real-life work moments into content that performs, and measures the short and long-term success of its employee advocacy efforts. Julia Fedor Director Brand Marketing Operations United Airlines Paul Holte Boeing 757/767 Captain United Airlines	Caribbean/Caspian (IN-PERSON ONLY)
10:30am - 10:45am	NETWORKING BREAK	Caribbean/Caspian (IN-PERSON ONLY)
10:45am - 11:15am	WHEN MEASUREMENT DISAGREES: BUILDING A UNIFIED DECISION SYSTEM IN A FRAGMEN This session is ONLY open for in-person Client-Side Members attendees. Marketers have invested heavily in MMM, incrementality testing, attribution, retail media reporting, and LTV models to create a “unified” measurement stack. Yet most organizations are not constrained by tools. They are constrained by conflicting outputs and unclear decision governance when models disagree. This session reframes unified measurement as a decision architecture challenge rather than a technology challenge. It outlines how to define the role of each methodology, anchor truth in experimentation, clarify when allocation, optimization, or long-term value metrics should lead, and align marketing, finance, and executive stakeholders around shared decision rules. Attendees will leave with a practical framework for moving from fragmented reporting to aligned, enterprise-grade marketing investment decisions. Marisa Walsh Director Media & Measurement Shipt	Caribbean/Caspian (IN-PERSON ONLY)
1:00pm - 1:05pm	WELCOME REMARKS	Atlantic Ballroom (HYBRID)
1:05pm - 1:35pm	REPLACING INTENT SIGNALS AND FIRST PARTY DATA IN THE ANSWER ENGINE It is widely reported that 30% of organic traffic has disappeared since the widespread and rapid adoption of LLMs two years ago. Marketers have two problems: Reaching customers who increasingly go straight to a model for answers, and finding signals of interest as the utility of websites themselves fades. In this webinar, we'll discuss the size of the problem, where media and research are heading, and how to replace vanishing intent signals in this new era, with a heavy focus on concrete data. Andy Hasselwander Chief Analytics Officer Marketbridge	Atlantic Ballroom (HYBRID)
1:35pm - 2:05pm	SESSION 2	Atlantic Ballroom (HYBRID)
2:05pm - 2:25pm	NETWORKING BREAK I	Atlantic Foyer (IN-PERSON ONLY)
2:25pm - 2:55pm	SESSION 3	Atlantic Ballroom (HYBRID)
2:55pm - 3:20pm	SESSION 4	Atlantic Ballroom (HYBRID)
3:20pm - 3:50pm	SESSION 5	Atlantic Ballroom (HYBRID)
3:50pm - 4:10pm	NETWORKING BREAK II	Atlantic Foyer (IN-PERSON ONLY)
4:10pm - 4:40pm	SESSION 6	Atlantic Ballroom (HYBRID)
4:40pm - 5:50pm	SESSION 7	Atlantic Ballroom (HYBRID)
5:10pm - 5:15pm	CLOSING REMARKS Atlantic Ballroom (HYBRID)	Atlantic Ballroom (HYBRID)
5:15pm - 6:30pm	RECEPTION	Outdoor Terrace (IN-PERSON ONLY)
Tuesday, September 29, 2026
7:00am - 6:30pm	REGISTRATION	Atlantic Foyer (IN-PERSON ONLY)
8:30am - 9:00am	BREAKFAST	Atlantic Ballroom (IN-PERSON ONLY)
8:30am - 8:50am	FROM WEEKS TO HOURS: AGENTIC AI + HUMAN INTELLIGENCE: THE NEW SPEED OF MMM The three key take-aways from this session are: Agents run the workflow; analysts run the decisions. The full MMM pipeline, from data QC and configuration through iteration, optimization, and output, can now run autonomously, with human sign-off at every critical gate, with a glass-box approach. The analyst's job shifts from executing the steps to directing and approving them. The MMM calendar continues to compress. Data engineering time drops by roughly 60 percent, and a Data Review Document that used to take half a day is generated automatically in minutes. A model that once took weeks to stand up can be ready in hours. Rigorous MMM is no longer locked behind a consulting team. A chat-native interface removes the dependency on specialists, so many more people inside an organization can make queries. Dr. Santosh Nair Co-Founder Analytic Edge	Atlantic Ballroom (IN-PERSON ONLY)
9:00am - 9:40am	WELCOME/HOUSEKEEPING Bob Liodice CEO ANA Jackson Bazley EVP, Measurement for Marketers ANA	Atlantic Ballroom (HYBRID)
9:40am - 10:15am	DATA LEADERS NEED RESILIENCE TOO- OR AS MY FORMER BOSS WOULD SAY “NEVER LET A GOOD CRISIS GO TO WASTE” In an ever-changing world, analytic leaders are under pressure from all sides. In times like these, many analysts move into their comfort zone: Risk aversion. However, true leadership comes from taking smart calculated risks and teaching your teams to do the same. In this talk, we will delve into the common stressors in our field (poor economic conditions, fear of AI taking our jobs, changing regulations, and poor business performance) and discuss strategies on how to show up as data led leaders for your leadership and your team. Alexandra Gaski Senior Director of Marketing & Customer Analytics McDonald’s	Atlantic Ballroom (HYBRID)
10:15am - 10:40am	AI, AGILITY & OMNICHANNEL MEASUREMENT: HOW LOWE’S IS EVOLVING MARKETING MEASUREMENT In today’s omnichannel environment, marketers need faster, clearer, and more connected measurement across every customer touchpoint — from media and digital engagement to stores, loyalty, ecommerce, and customer experience. As AI accelerates the pace of insight generation, measurement and analytics teams must evolve their structures, processes, and tools to keep up. Scott Canney Vice President, Applied AI, Data & Analytics Lowe’s Gerardo Soto Aycinena Vice President, Media & Sports Marketing Lowe’s	Atlantic Ballroom (HYBRID)
10:40am - 11:10am	NETWORKING BREAK	Atlantic Foyer (IN-PERSON ONLY)
11:10am - 11:45am	BE WRONG LESS OFTEN- APPLYING INCREMENTALITY ACROSS ANALYTICS The word ‘incremental’ has increased in usage quite a bit in recent times, though with definitions that vary enough between teams, functions, and organizations that it is a challenge to harmonize and determine which calculations to trust. In this session, we will assess the use of incrementality across a spectrum of potential analytic applications (from the fundamentals of randomized control trials through to emerging causal AI applications) and identify ways to proactively avoid potential potholes in setup, analysis, extrapolation, and communication of results. We will leave the session with a set of tools to further democratize incrementality within our organizations by educating and involving a wider group of internal and external partners and stakeholders. Michael Paolini Vice President of Test & Learn Mastercard	Atlantic Ballroom (HYBRID)
11:45am - 12:10pm	SIMPLIFYING FULL-FUNNEL MEASUREMENT In this session, we will demystify the often overwhelming world of measurement by laying out clear, accessible approaches for tracking digital media across the entire customer journey. Rather than getting bogged down in technical complexities, we will explore how modern practices and intuitive AI tools can streamline your strategy. Attendees will walk away with actionable insights and the confidence to effectively measure marketing impact from upper-funnel awareness down to the final conversion. John Thompson Analytical Lead Google	Atlantic Ballroom (HYBRID)
12:10pm - 1:10pm	LUNCH	Atlantic Ballroom (IN-PERSON ONLY)
1:10pm - 1:45pm	AQUILA CROSS-MEDIA MEASUREMENT Learn how Aquila, an industry leading marketer-led measurement initiative, is enabling true cross media planning through deduplicated reach and frequency across the walled gardens, digital and broadcast environments. Built on privacy safe, first party, tagless data, Aquila represents unprecedented collaboration among advertisers, platforms, and broadcasters. Speaker TBD	Atlantic Ballroom (HYBRID)
1:45pm - 2:20pm	SESSION 6	Atlantic Ballroom (HYBRID)
2:20pm - 2:55pm	FORD SESSION Michael R Spadafore Senior Director, Marketing Analytics Ford	Atlantic Ballroom (HYBRID)
2:55pm - 3:25pm	NETWORKING BREAK	Atlantic Foyer (IN-PERSON ONLY)
3:25pm - 4:00pm	THE LONG GAME: LEGO’S JOURNEY FROM MEASUREMENT TO DECISION-MAKING CULTURE What does it take to turn a Marketing Mix Modeling program into a genuine organizational capability? Two years after sharing LEGO's measurement foundations at the ANA Measurement & Analytics event in 2024, their team returns alongside Ekimetrics with an unfiltered progress report. This session explores how effectiveness thinking has been woven through LEGO's commercial cycle, from annual planning to real-time steering. Hear the second chapter from a global brand that committed to the journey. Matt Andrew Partner & General Manager, Americas Ekimetrics James Sallows Global Head of Marketing Effectiveness Lego Group	Atlantic Ballroom (HYBRID)
4:00pm - 4:35pm	FROM BLACK BOX TO BENCHMARK: HOW GEORGIA-PACIFIC USED AI TO REBUILD THE PROGRAMMATIC SUPPLY CHAIN As programmatic media has grown more complex, advertisers have faced increasing challenges with opaque supply chains, hidden fees, low quality inventory & limited visibility into how media dollars perform. In this session, Georgia Pacific will share how it partnered with the ANA Programmatic Transparency Benchmark Project to turn programmatic buying from a “black box” into a measurable, better governed investment. By combining independent benchmarking with AI-powered bidding and supply path optimization, Georgia Pacific simplified its supply chain, reduced inefficiency, improved media quality, and strengthened accountability across its programmatic ecosystem. Attendees will learn how Georgia Pacific used AI not to add complexity, but to remove waste, increase transparency, Brand Slot 6and create a more efficient path between advertiser and publisher. The session will highlight key lessons on governance, KPI redesign, supply path consolidation, and the role AI can play in rebuilding the programmatic supply chain for stronger business outcomes. Paras Shah Senior Director, Digital Media Georgia-Pacific Consumer Products Kimberly Liro Sr. Account Director Yahoo	Atlantic Ballroom (HYBRID)
4:35pm - 5:10pm	UNIFIED MEASUREMENT IS THE PREREQUISITE — NOT THE BYPRODUCT — OF AI-DRIVEN MARKETING Like many enterprises, CVS Health was running marketing measurement across dozens of channels — each with its own methodology, its own definition of incrementality, and its own answer to leadership's most basic questions: Did this campaign drive incremental sales, or would the customers change the behavior anyway? Why does two teams report on different numbers on same program? Which channels are we overinvesting in because we're measuring response, not lift? Learn how the CVS Health team is rebuilding measurement for 90 million ExtraCare loyalty members on a stack of methods — universal control as the architectural primitive, incrementality testing at channel level, MMM for cross-channel decisions, and agile readout cycles that compress months of analysis into weeks. The unified measurement is further accelerated by LLMs. We'll show how we use them to query datasets in natural language, generate first-pass readouts, and turn fragmented institutional learning into compounding context the next experiment can build on. Finally, we'll cover the watch-outs — cohort drift, false-alarm scorecard metrics, where LLMs help vs. where they create false confidence — and make the case that unified measurement isn't a precursor to AI in marketing; it's what determines whether AI-driven personalization is worth trusting. Francis Suo AVP of Digital, Data, Analytics, and Technology CVS Health	Atlantic Ballroom (HYBRID)
5:10pm - 5:15pm	CLOSING REMARKS	Atlantic Ballroom (HYBRID)
5:15pm - 6:45pm	RECEPTION	Outdoor Terrace (IN-PERSON ONLY)
Wednesday, September 30, 2026
8:00am - 9:00am	BREAKFAST	Atlantic Ballroom (IN-PERSON ONLY)
8:30am - 8:50am	BREAKFAST SESSION	Atlantic Ballroom (IN-PERSON ONLY)
9:00am - 9:05am	OPENING REMARKS Jackson Bazley EVP, Measurement for Marketers ANA	Atlantic Ballroom (HYBRID)
9:05am - 9:40am	DOES MEASUREMENT MATTER WHEN AI MAKES THE DECISION? Marketing measurement was built for a world where people discovered, considered, clicked, visited, and ultimately, bought. The path was never as clean as the funnel we all studied suggested, but at least marketers could generally observe enough of the journey to optimize, attribute, and defend investment. AI is beginning to scramble that entire value chain. As assistants, agents and “answer engines” begin to filter choices, recommend products, and eventually transact on our behalf, marketers need to rethink what is worth measuring. Clicks may matter less. Last touch may become even more ridiculous. Influence may happen earlier, less visibly, and before a brand ever sees a visitor. This session will explore how marketers can adapt measurement for an AI-shaped customer journey where discovery, consideration and conversion are increasingly mediated by machines. The conversation will examine which legacy metrics might fall-off the report, what new signals may matter more, and how brands can build measurement frameworks that get ready for this new reality. Key questions we’ll explore include: Which legacy metrics still matter, and which are just dashboard furniture? What role do creators, communities and platforms play in feeding the signals AI uses to influence choice? And how can marketers connect all of this back to smarter investment decisions and business growth? The goal is not to declare measurement dead. It is to separate what still matters from what is becoming measurement theater - and to help marketers prepare for a world where the customer journey may be harder to see, harder to attribute, and much harder to reduce to a single report. Measurement is not dead. But a lot of what we measure might be. Mark Wagman Managing Director, Data & Technology MediaLink	Atlantic Ballroom (HYBRID)
9:40am - 10:15am	SESSION 12	Atlantic Ballroom (HYBRID)
10:15am - 10:35am	COFFEE BREAK	Atlantic Foyer (IN-PERSON ONLY)
10:35am - 11:10am	TURNING LOCAL TRUST INTO MEASURABLE GROWTH State Farm has transformed its network of more than 19,000 agents across the country into trusted local influencers and human media channels embedded in their communities, proving that influence isn't bought-it's built and increasingly measurable. By combining human connection, data-driven insights, and strategic guidance, the company has turned its agent network into a powerful engine for hyper-local marketing that strengthens consumer relationships, extends the impact of national campaigns through local relevance, and builds engineered trust at the neighborhood level-a multiplier of brand growth and business impact. Sean Kingsbury of State Farm and agency partner Kimberly Jones of Butler/Till will share insights into why local trust is such a powerful complement to national brand investment, and how proximity, presence, and engineered trust drive real consumer action-and how those effects translate through a measurement and analytics lens. Together, they'll explore how marketers can connect local relevance to performance outcomes while maximizing the impact of broader brand-building efforts. Attendees will learn how to stop chasing external influencers and start cultivating trusted advocates within their own ecosystems, challenge conventional marketing assumptions, and leverage local relevance as both a strategic differentiator and a measurable growth driver that strengthens broader marketing investments. Sean Kingsbury VP Marketing and Head of Agent Marketing State Farm Kimberly Jones President & CEO Butler/Till	Atlantic Ballroom (HYBRID)
11:10am - 11:45am	OPERATIONALIZING MEASUREMENT AT SCALE: BUILDING A MEASUREMENT CENTER OF EXCELLENCE AND ENABLEMENT FRAMEWORK As marketing organizations grow in scale and complexity, the greatest measurement challenge is often not determining what to measure, but creating the governance and enablement needed to measure consistently across teams, programs, and regions. Without a scalable framework, fragmented measurement practices can limit visibility, accountability, and strategic decision-making. In this session, Gina DeVito, Director, Global Experiences & Partnerships at Indeed and Event Marketing Measurement Association (EMMA) Board Member will share how it built a centralized Measurement Center of Excellence that supports both portfolio-level decision-making and program-specific performance evaluation across a global marketing organization. Attendees will learn how to establish measurement governance, develop consistent goal-setting frameworks, standardize reporting, and enable teams to execute measurement effectively across regions and program types. The session will provide practical insights for transforming measurement from a reporting function into a strategic capability that drives accountability, investment decisions, and business outcomes. Gina DeVito Director, Global Experiences & Partnerships Indeed	Atlantic Ballroom (HYBRID)
11:45am - 12:20pm	THE MEASUREMENT COST OF IMPERFECT IDENTITY As privacy expectations rise and third-party signals decline, brands are investing in first-party data and identity strategies to preserve measurement and improve customer understanding. Yet imperfect identity—fragmented, duplicated, under-stitched, or over-stitched customer records—can distort journeys, audience counts, reach, frequency, and attribution, leading to less reliable marketing decisions.   This session explores identity as a core driver of measurement quality, showing how identity gaps affect journey analytics, audience insights, and performance measurement. Through practical cross-channel examples, attendees will gain a framework for recognizing identity-related measurement risks and building more resilient, privacy-aware measurement strategies. Saurabh Channe IT Architect, Marketing Technology Ulta	Atlantic Ballroom (HYBRID)
12:20pm - 12:25pm	CLOSING REMARKS	Atlantic Ballroom (HYBRID)

9:00am
- 6:00pm

REGISTRATION

Atlantic Foyer (IN-PERSON ONLY)

9:30am
- 11:15am

2026 MEASUREMENT & ANALYTICS CONFERENCE- THE EARLY ACCESS SERIES

These sessions are ONLY open for in-person Client-Side Members attendees.

Caribbean/Caspian (IN-PERSON ONLY)

9:30am
- 10:00am

INCREMENTALITY MEASUREMENT THROUGH EXPERIMENTATION: UNLOCKING THE VALUE OF

This session is ONLY open for in-person Client-Side Members attendees.

In a landscape with thousands of vendor data signals, identifying what truly drives incremental impact is critical.

At U.S. Bank, we built an experiment-led measurement framework combining predictive modeling with controlled testing to evaluate hundreds of attributes across vendors and isolate true lift. This session will showcase how integrating foundational and intent signals, and validating them through in-market experimentation, drives stronger targeting, higher response rates, and measurable ROI improvements. Learn how to scale evaluation across 1000s of signals, prioritize high-impact data using advanced analytics, and establish a repeatable framework for continuous optimization.

Archana Basarur: SVP, Marketing Analytics U.S. Bank

Caribbean/Caspian (IN-PERSON ONLY)

10:00am
- 10:30am

INSIDE UNITED AIRLINES’ EMPLOYEE CREATOR STRATEGY

This session is ONLY open for in-person Client-Side Members attendees.

When consumers trust people more than traditional brand advertising, United Airlines is tapping into an unexpected advantage: its own employees. From pilots to customer service representatives to HR professionals, frontline and corporate employees are credible and compelling storytellers on social media. 

Learn how United considers employee-led content creation and activations a channel in the airline's marketing strategy to expand reach, improve brand perceptions, and attract top talent. You’ll hear how United activates employees as trusted brand advocates, turns real-life work moments into content that performs, and measures the short and long-term success of its employee advocacy efforts.

Julia Fedor: Director Brand Marketing Operations United Airlines

Paul Holte

Boeing 757/767 Captain United Airlines

Caribbean/Caspian (IN-PERSON ONLY)

10:30am
- 10:45am

NETWORKING BREAK

Caribbean/Caspian (IN-PERSON ONLY)

10:45am
- 11:15am

WHEN MEASUREMENT DISAGREES: BUILDING A UNIFIED DECISION SYSTEM IN A FRAGMEN

This session is ONLY open for in-person Client-Side Members attendees.

Marketers have invested heavily in MMM, incrementality testing, attribution, retail media reporting, and LTV models to create a “unified” measurement stack. Yet most organizations are not constrained by tools. They are constrained by conflicting outputs and unclear decision governance when models disagree.

This session reframes unified measurement as a decision architecture challenge rather than a technology challenge. It outlines how to define the role of each methodology, anchor truth in experimentation, clarify when allocation, optimization, or long-term value metrics should lead, and align marketing, finance, and executive stakeholders around shared decision rules.

Attendees will leave with a practical framework for moving from fragmented reporting to aligned, enterprise-grade marketing investment decisions.

Marisa Walsh: Director Media & Measurement Shipt

Caribbean/Caspian (IN-PERSON ONLY)

1:00pm
- 1:05pm

WELCOME REMARKS

Atlantic Ballroom (HYBRID)

1:05pm
- 1:35pm

REPLACING INTENT SIGNALS AND FIRST PARTY DATA IN THE ANSWER ENGINE

It is widely reported that 30% of organic traffic has disappeared since the widespread and rapid adoption of LLMs two years ago. Marketers have two problems: Reaching customers who increasingly go straight to a model for answers, and finding signals of interest as the utility of websites themselves fades. In this webinar, we'll discuss the size of the problem, where media and research are heading, and how to replace vanishing intent signals in this new era, with a heavy focus on concrete data.

Andy Hasselwander: Chief Analytics Officer Marketbridge

Atlantic Ballroom (HYBRID)

1:35pm
- 2:05pm

SESSION 2

Atlantic Ballroom (HYBRID)

2:05pm
- 2:25pm

NETWORKING BREAK I

Atlantic Foyer (IN-PERSON ONLY)

2:25pm
- 2:55pm

SESSION 3

Atlantic Ballroom (HYBRID)

2:55pm
- 3:20pm

SESSION 4

Atlantic Ballroom (HYBRID)

3:20pm
- 3:50pm

SESSION 5

Atlantic Ballroom (HYBRID)

3:50pm
- 4:10pm

NETWORKING BREAK II

Atlantic Foyer (IN-PERSON ONLY)

4:10pm
- 4:40pm

SESSION 6

Atlantic Ballroom (HYBRID)

4:40pm
- 5:50pm

SESSION 7

Atlantic Ballroom (HYBRID)

5:10pm
- 5:15pm

CLOSING REMARKS

Atlantic Ballroom (HYBRID)

Atlantic Ballroom (HYBRID)

5:15pm
- 6:30pm

RECEPTION

Outdoor Terrace (IN-PERSON ONLY)

7:00am
- 6:30pm

REGISTRATION

Atlantic Foyer (IN-PERSON ONLY)

8:30am
- 9:00am

BREAKFAST

Atlantic Ballroom (IN-PERSON ONLY)

8:30am
- 8:50am

FROM WEEKS TO HOURS: AGENTIC AI + HUMAN INTELLIGENCE: THE NEW SPEED OF MMM

The three key take-aways from this session are:

Agents run the workflow; analysts run the decisions. The full MMM pipeline, from data QC and configuration through iteration, optimization, and output, can now run autonomously, with human sign-off at every critical gate, with a glass-box approach. The analyst's job shifts from executing the steps to directing and approving them.
The MMM calendar continues to compress. Data engineering time drops by roughly 60 percent, and a Data Review Document that used to take half a day is generated automatically in minutes. A model that once took weeks to stand up can be ready in hours.
Rigorous MMM is no longer locked behind a consulting team. A chat-native interface removes the dependency on specialists, so many more people inside an organization can make queries.

Dr. Santosh Nair: Co-Founder Analytic Edge

Atlantic Ballroom (IN-PERSON ONLY)

9:00am
- 9:40am

WELCOME/HOUSEKEEPING

Bob Liodice: CEO ANA

Jackson Bazley

EVP, Measurement for Marketers ANA

Atlantic Ballroom (HYBRID)

9:40am
- 10:15am

DATA LEADERS NEED RESILIENCE TOO- OR AS MY FORMER BOSS WOULD SAY “NEVER LET A GOOD CRISIS GO TO WASTE”

In an ever-changing world, analytic leaders are under pressure from all sides. In times like these, many analysts move into their comfort zone: Risk aversion. However, true leadership comes from taking smart calculated risks and teaching your teams to do the same. In this talk, we will delve into the common stressors in our field (poor economic conditions, fear of AI taking our jobs, changing regulations, and poor business performance) and discuss strategies on how to show up as data led leaders for your leadership and your team.

Alexandra Gaski: Senior Director of Marketing & Customer Analytics McDonald’s

Atlantic Ballroom (HYBRID)

10:15am
- 10:40am

AI, AGILITY & OMNICHANNEL MEASUREMENT: HOW LOWE’S IS EVOLVING MARKETING MEASUREMENT

In today’s omnichannel environment, marketers need faster, clearer, and more connected measurement across every customer touchpoint — from media and digital engagement to stores, loyalty, ecommerce, and customer experience. As AI accelerates the pace of insight generation, measurement and analytics teams must evolve their structures, processes, and tools to keep up.

Scott Canney: Vice President, Applied AI, Data & Analytics Lowe’s

Gerardo Soto Aycinena

Vice President, Media & Sports Marketing Lowe’s

Atlantic Ballroom (HYBRID)

10:40am
- 11:10am

NETWORKING BREAK

Atlantic Foyer (IN-PERSON ONLY)

11:10am
- 11:45am

BE WRONG LESS OFTEN- APPLYING INCREMENTALITY ACROSS ANALYTICS

The word ‘incremental’ has increased in usage quite a bit in recent times, though with definitions that vary enough between teams, functions, and organizations that it is a challenge to harmonize and determine which calculations to trust.

In this session, we will assess the use of incrementality across a spectrum of potential analytic applications (from the fundamentals of randomized control trials through to emerging causal AI applications) and identify ways to proactively avoid potential potholes in setup, analysis, extrapolation, and communication of results.

We will leave the session with a set of tools to further democratize incrementality within our organizations by educating and involving a wider group of internal and external partners and stakeholders.

Michael Paolini: Vice President of Test & Learn Mastercard

Atlantic Ballroom (HYBRID)

11:45am
- 12:10pm

SIMPLIFYING FULL-FUNNEL MEASUREMENT

In this session, we will demystify the often overwhelming world of measurement by laying out clear, accessible approaches for tracking digital media across the entire customer journey. Rather than getting bogged down in technical complexities, we will explore how modern practices and intuitive AI tools can streamline your strategy. Attendees will walk away with actionable insights and the confidence to effectively measure marketing impact from upper-funnel awareness down to the final conversion.

John Thompson: Analytical Lead Google

Atlantic Ballroom (HYBRID)

12:10pm
- 1:10pm

LUNCH

Atlantic Ballroom (IN-PERSON ONLY)

1:10pm
- 1:45pm

AQUILA CROSS-MEDIA MEASUREMENT

Learn how Aquila, an industry leading marketer-led measurement initiative, is enabling true cross media planning through deduplicated reach and frequency across the walled gardens, digital and broadcast environments. Built on privacy safe, first party, tagless data, Aquila represents unprecedented collaboration among advertisers, platforms, and broadcasters.

Speaker TBD

Atlantic Ballroom (HYBRID)

1:45pm
- 2:20pm

SESSION 6

Atlantic Ballroom (HYBRID)

2:20pm
- 2:55pm

FORD SESSION

Michael R Spadafore: Senior Director, Marketing Analytics Ford

Atlantic Ballroom (HYBRID)

2:55pm
- 3:25pm

NETWORKING BREAK

Atlantic Foyer (IN-PERSON ONLY)

3:25pm
- 4:00pm

THE LONG GAME: LEGO’S JOURNEY FROM MEASUREMENT TO DECISION-MAKING CULTURE

What does it take to turn a Marketing Mix Modeling program into a genuine organizational capability? Two years after sharing LEGO's measurement foundations at the ANA Measurement & Analytics event in 2024, their team returns alongside Ekimetrics with an unfiltered progress report. This session explores how effectiveness thinking has been woven through LEGO's commercial cycle, from annual planning to real-time steering. Hear the second chapter from a global brand that committed to the journey.

Matt Andrew: Partner & General Manager, Americas Ekimetrics

James Sallows

Global Head of Marketing Effectiveness Lego Group

Atlantic Ballroom (HYBRID)

4:00pm
- 4:35pm

FROM BLACK BOX TO BENCHMARK: HOW GEORGIA-PACIFIC USED AI TO REBUILD THE PROGRAMMATIC SUPPLY CHAIN

As programmatic media has grown more complex, advertisers have faced increasing challenges with opaque supply chains, hidden fees, low quality inventory & limited visibility into how media dollars perform. In this session, Georgia Pacific will share how it partnered with the ANA Programmatic Transparency Benchmark Project to turn programmatic buying from a “black box” into a measurable, better governed investment. By combining independent benchmarking with AI-powered bidding and supply path optimization, Georgia Pacific simplified its supply chain, reduced inefficiency, improved media quality, and strengthened accountability across its programmatic ecosystem. Attendees will learn how Georgia Pacific used AI not to add complexity, but to remove waste, increase transparency, Brand Slot 6and create a more efficient path between advertiser and publisher. The session will highlight key lessons on governance, KPI redesign, supply path consolidation, and the role AI can play in rebuilding the programmatic supply chain for stronger business outcomes.

Paras Shah: Senior Director, Digital Media Georgia-Pacific Consumer Products

Kimberly Liro

Sr. Account Director Yahoo

Atlantic Ballroom (HYBRID)

4:35pm
- 5:10pm

UNIFIED MEASUREMENT IS THE PREREQUISITE — NOT THE BYPRODUCT — OF AI-DRIVEN MARKETING

Like many enterprises, CVS Health was running marketing measurement across dozens of channels — each with its own methodology, its own definition of incrementality, and its own answer to leadership's most basic questions:

Did this campaign drive incremental sales, or would the customers change the behavior anyway?
Why does two teams report on different numbers on same program?
Which channels are we overinvesting in because we're measuring response, not lift?

Learn how the CVS Health team is rebuilding measurement for 90 million ExtraCare loyalty members on a stack of methods — universal control as the architectural primitive, incrementality testing at channel level, MMM for cross-channel decisions, and agile readout cycles that compress months of analysis into weeks.

The unified measurement is further accelerated by LLMs. We'll show how we use them to query datasets in natural language, generate first-pass readouts, and turn fragmented institutional learning into compounding context the next experiment can build on.

Finally, we'll cover the watch-outs — cohort drift, false-alarm scorecard metrics, where LLMs help vs. where they create false confidence — and make the case that unified measurement isn't a precursor to AI in marketing; it's what determines whether AI-driven personalization is worth trusting.

Francis Suo: AVP of Digital, Data, Analytics, and Technology CVS Health

Atlantic Ballroom (HYBRID)

5:10pm
- 5:15pm

CLOSING REMARKS

Atlantic Ballroom (HYBRID)

5:15pm
- 6:45pm

RECEPTION

Outdoor Terrace (IN-PERSON ONLY)

8:00am
- 9:00am

BREAKFAST

Atlantic Ballroom (IN-PERSON ONLY)

8:30am
- 8:50am

BREAKFAST SESSION

Atlantic Ballroom (IN-PERSON ONLY)

9:00am
- 9:05am

OPENING REMARKS

Jackson Bazley: EVP, Measurement for Marketers ANA

Atlantic Ballroom (HYBRID)

9:05am
- 9:40am

DOES MEASUREMENT MATTER WHEN AI MAKES THE DECISION?

Marketing measurement was built for a world where people discovered, considered, clicked, visited, and ultimately, bought. The path was never as clean as the funnel we all studied suggested, but at least marketers could generally observe enough of the journey to optimize, attribute, and defend investment.

AI is beginning to scramble that entire value chain.

As assistants, agents and “answer engines” begin to filter choices, recommend products, and eventually transact on our behalf, marketers need to rethink what is worth measuring. Clicks may matter less. Last touch may become even more ridiculous. Influence may happen earlier, less visibly, and before a brand ever sees a visitor.

This session will explore how marketers can adapt measurement for an AI-shaped customer journey where discovery, consideration and conversion are increasingly mediated by machines. The conversation will examine which legacy metrics might fall-off the report, what new signals may matter more, and how brands can build measurement frameworks that get ready for this new reality.

Key questions we’ll explore include: Which legacy metrics still matter, and which are just dashboard furniture? What role do creators, communities and platforms play in feeding the signals AI uses to influence choice? And how can marketers connect all of this back to smarter investment decisions and business growth?

The goal is not to declare measurement dead. It is to separate what still matters from what is becoming measurement theater - and to help marketers prepare for a world where the customer journey may be harder to see, harder to attribute, and much harder to reduce to a single report.

Measurement is not dead. But a lot of what we measure might be.

Mark Wagman: Managing Director, Data & Technology MediaLink

Atlantic Ballroom (HYBRID)

9:40am
- 10:15am

SESSION 12

Atlantic Ballroom (HYBRID)

10:15am
- 10:35am

COFFEE BREAK

Atlantic Foyer (IN-PERSON ONLY)

10:35am
- 11:10am

TURNING LOCAL TRUST INTO MEASURABLE GROWTH

State Farm has transformed its network of more than 19,000 agents across the country into trusted local influencers and human media channels embedded in their communities, proving that influence isn't bought-it's built and increasingly measurable. By combining human connection, data-driven insights, and strategic guidance, the company has turned its agent network into a powerful engine for hyper-local marketing that strengthens consumer relationships, extends the impact of national campaigns through local relevance, and builds engineered trust at the neighborhood level-a multiplier of brand growth and business impact.

Sean Kingsbury of State Farm and agency partner Kimberly Jones of Butler/Till will share insights into why local trust is such a powerful complement to national brand investment, and how proximity, presence, and engineered trust drive real consumer action-and how those effects translate through a measurement and analytics lens. Together, they'll explore how marketers can connect local relevance to performance outcomes while maximizing the impact of broader brand-building efforts.

Attendees will learn how to stop chasing external influencers and start cultivating trusted advocates within their own ecosystems, challenge conventional marketing assumptions, and leverage local relevance as both a strategic differentiator and a measurable growth driver that strengthens broader marketing investments.

Sean Kingsbury: VP Marketing and Head of Agent Marketing State Farm

Kimberly Jones

President & CEO Butler/Till

Atlantic Ballroom (HYBRID)

11:10am
- 11:45am

OPERATIONALIZING MEASUREMENT AT SCALE: BUILDING A MEASUREMENT CENTER OF EXCELLENCE AND ENABLEMENT FRAMEWORK

As marketing organizations grow in scale and complexity, the greatest measurement challenge is often not determining what to measure, but creating the governance and enablement needed to measure consistently across teams, programs, and regions. Without a scalable framework, fragmented measurement practices can limit visibility, accountability, and strategic decision-making.

In this session, Gina DeVito, Director, Global Experiences & Partnerships at Indeed and Event Marketing Measurement Association (EMMA) Board Member will share how it built a centralized Measurement Center of Excellence that supports both portfolio-level decision-making and program-specific performance evaluation across a global marketing organization. Attendees will learn how to establish measurement governance, develop consistent goal-setting frameworks, standardize reporting, and enable teams to execute measurement effectively across regions and program types. The session will provide practical insights for transforming measurement from a reporting function into a strategic capability that drives accountability, investment decisions, and business outcomes.

Gina DeVito: Director, Global Experiences & Partnerships Indeed

Atlantic Ballroom (HYBRID)

11:45am
- 12:20pm

THE MEASUREMENT COST OF IMPERFECT IDENTITY

As privacy expectations rise and third-party signals decline, brands are investing in first-party data and identity strategies to preserve measurement and improve customer understanding. Yet imperfect identity—fragmented, duplicated, under-stitched, or over-stitched customer records—can distort journeys, audience counts, reach, frequency, and attribution, leading to less reliable marketing decisions.

This session explores identity as a core driver of measurement quality, showing how identity gaps affect journey analytics, audience insights, and performance measurement. Through practical cross-channel examples, attendees will gain a framework for recognizing identity-related measurement risks and building more resilient, privacy-aware measurement strategies.

Saurabh Channe: IT Architect, Marketing Technology Ulta

Atlantic Ballroom (HYBRID)

12:20pm
- 12:25pm

CLOSING REMARKS

Atlantic Ballroom (HYBRID)