Modern Measurement, Proven Impact: Boosting ROI in 2026 hosted by Adobe (In-Person Only)

WELCOME REMARKS

Ashwin A. Nair

Associate Professor, Director MS Business Analytics (2018-2024) Graduate School of Management, University of California Davis

FROM CORRELATION TO INCREMENTALITY: CAUSAL THINKING IN MODERN MARKETING MEASUREMENT

Bowen Wang

Engineering Manager, AI/ML Adobe

WHEN MEASUREMENT DISAGREES: BUILDING A UNIFIED DECISION SYSTEM IN A FRAGMENTED WORLD

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

RETHINKING CAMPAIGN PERFORMANCE: A TRANSITION JOURNEY TO OMNICHANNEL, REAL-TIME MEASUREMENT

Digital marketing channels have traditionally operated in silos, with each channel managing its own campaign strategy, activation processes, tracking, and measurement. Data was captured across disparate platforms, rarely shared across teams, and individual channels often claimed full attribution for leads, opportunities, or sales. Performance measurement was typically retrospective, delivered through quarterly, agency-produced reports after campaigns had concluded.

This model proved insufficient as the business sought to understand the true, end-to-end impact of digital marketing on sales outcomes. In response, a transformation was initiated to enable holistic, timely, and actionable campaign measurement across channels.

This has resulted in an organization with forward-looking, omnichannel measurement capabilities that allow campaign performance to be tracked weekly while campaigns are live, empowering teams to pivot in real time based on performance signals and evolving business priorities.

Zainab Jamal

Director, Data Sciences and Digital Analytics, Lead, AI Governance and Tech Hewlett Packard Enterprises

SAN FRANCISCO GIANTS: MEASURING MEDIA IMPACT WITH MARKETING MIX MODELING

The Giants and Major League Baseball partnered to develop a joint Marketing Mix Modeling framework to measure and optimize the club’s paid media investment. We’ll walk through the methodology, key findings and the model’s evolution across multiple seasons.

Travis LoDolce

Senior Director, Growth Marketing San Francisco Giants

AUDIENCE ON TAP: SCALING HUMAN INSIGHT INTO AN ALWAYS-ON PARTNER

Jessica Cuebas

Director, Advertising Strategy and Performance Workday

MOVING BEYOND MMM: LEVERAGING EMERGING TECHNOLOGIES TO DRIVE PROCESS EXCELLENCE AT VISA

While the core principles of Marketing Mix Modeling remain as relevant today as ever, the ecosystem surrounding it has fundamentally changed. To keep pace with modern business demands, measurement must be faster, smarter, and highly scalable. This presentation explores how Visa has taken a time-tested version of MMM and revolutionized its practical application through strategic technology and AI enhancements. Discover how modernizing the end-to-end measurement workflow—from streamlining complex data ingestion to automating presentation creation and mining insights across vast project portfolios—can unlock unprecedented value. Walk away with actionable ideas on how to elevate your own measurement infrastructure by marrying reliable methodologies with next-gen technology.

Dhrubajit Datta

Director, Marketing Advanced Analytics Visa

FROM ACTIVITY TO IMPACT: HOW INTEL IS REBUILDING ITSELF AS A GROWTH ENGINE

Intel recently embarked on a broader marketing transformation to shift the function from activity execution to growth accountability. This session shares how redefining marketing’s role, aligning to enterprise outcomes, and changing how success is defined set the stage for a new approach to measurement. Attendees will learn why strategy and operating model transformation must come before analytics can truly drive impact.

Leslie Douglas

Director of Paid & Social Media, Campaign Creative & In-house Agency Intel

CONNECTING MMM, BRAND INVESTMENT, AND RETAIL MEDIA TO DRIVE SUSTAINABLE GROWTH

Marketing leaders are under increasing pressure to prove how brand investment and performance media work together to drive real business growth. In this session, OLLY will share how its team connects Marketing Mix Modeling (MMM), brand-building investment, and retail media to create a more integrated measurement and activation strategy.

The discussion will explore how MMM and lift measurement are used together to validate the impact of brand marketing while optimizing performance channels across the retail ecosystem. Attendees will learn how aligning brand awareness efforts with performance optimization can increase household penetration and strengthen retail outcomes. The session will also highlight the operating model behind the strategy—including how insights are generated, how media and analytics teams collaborate, and how agency partnerships support continuous optimization. Marketers will walk away with a practical framework for linking brand and performance investment to measurable growth.

Sara Ellefson

Marketing Analytics Manager OLLY

CLOSING REMARKS

Ashwin A. Nair

Associate Professor, Director MS Business Analytics (2018-2024) Graduate School of Management, University of California Davis