Closing the Value Gap: Proving Marketing’s Impact on Business (In-Person Only)

WELCOME REMARKS

Kevin Svenningsen

SVP, Measurement ANA

THE CONFIDENCE EQUATION: TURNING MEASUREMENT INTO COMPETITIVE ADVANTAGE

Most measurement programs still treat brand and performance as a trade-off. They capture short-term returns well, but consistently undervalue the channels that build brands, sustain demand and drive future growth. The brands pulling ahead are measuring more completely. They are capturing the full value of their investment and using the evidence to defend brand budgets, unlock performance returns and invest with greater confidence. In this session, Gain Theory and NBCU explore how leading brands are turning measurement into competitive advantage: building the organizational confidence to prove marketing’s full value, defend brand investment at board level, and align marketing and finance around one trusted view of value. If you are under pressure to justify marketing investment or to defend the channels that matter most, this session is for you.

Laura Laird

Senior Director Gain Theory

REFOCUSING ON THE LOW-INCOME CONSUMER

With the K-shaped or even E-shaped economy, the low-income consumer has become even more important for companies like Kenvue. Kenvue is a CPG company with a wide portfolio of health and beauty brands. In order to close the gap with Private Label and win with this group, Kenvue undertook some primary research and analyses of purchasing data. Not only were we able to debunk some misconceptions and reacquaint ourselves with today’s consumers, but we also created a playbook for the marketing and sales teams. By learning what this group values when shopping each category where, we were able impact the 4 P’s, with both short-term activations and longer-term strategies. In this session, we’ll share a few takeaways and highlight key outcomes as a result of this project and how our company has since regained growth with this consumer.

Joyce Yip

Category Insights and Analytics Kenvue

TRUTH IN, INTELLIGENCE OUT: TURNING TRUSTED DATA INTO PREDICTIVE AND ACTIONABLE INTELLIGENCE

Jerry Nichols

Vice President, Marketing Data, Analytics, and Insights Bottomline

FIRESIDE CHAT: THE NBA ON MEASUREMENT & MEDIA

A fireside chat featuring leaders from ANA and the NBA, including Michelle Auguste, exploring how measurement strategies are adapting across today’s complex media ecosystem. The discussion will touch on emerging trends in audience insights, cross-platform evaluation, and the future of media effectiveness.

Jodi Marchisotta

SVP, Inclusive Marketing Practice & Women in Sports Committee Lead ANA

WHAT DOES OUTCOME MEASUREMENT REALLY MEAN? A DEFINITIVE FRAMEWORK FOR TV & VIDEO ADVERTISERS

Outcome measurement is one of the most used—and most misunderstood—phrases in advertising today. Every vendor claims to do it. Few do it right.

After a decade of measuring TV and video outcomes for hundreds of the world’s largest advertisers, iSpot has seen what works, what doesn’t, and what quietly costs brands millions in misdirected spend. In this session, Julie Van Ullen, President & CRO at iSpot, defines outcome measurement and lays out what it takes to do it properly: from accurate cross-screen delivery and deterministic attribution to incrementality testing and long-term brand equity.

Through real-world data and case studies, Julie will bring the framework to life, showing how the right measurement foundation—one that unifies creative, audience and outcome data—changes the decisions you make and the budgets you optimize.

Julie Van Ullen

CRO and President iSpot

FROM IMPRESSION TO IMPACT: HOW AI IS REDEFINING MEDIA MEASUREMENT

Mike Bregman

Ex-CDO at Subway; Chief Marketing Intelligence Officer WPP | Ford

MEASUREMENT STRATEGIES AS GEN AI RESHAPES SEARCH

Gen AI is changing search results from brand links to answers. Brands are discovering that click-through rates have plummeted and their brands are no longer mentioned. As consumers rapidly adopt gen AI (and increasingly rely on AI agents), marketing and data leaders are being forced to rethink the search landscape — and how they measure success.

Customers get answers instead of brand links, which changes how brands are discovered and how visibility is earned. To remain competitive, marketing and data leaders need new strategies to drive presence in AI-generated answers and methods to measure improvement.

This session will enable marketers, data scientists and measurement professionals with practical strategies to successfully tackle the challenges. 

• Measurement beyond keywords: How gen AI search “works” and a deep dive into the data behind it
• The seven strategies to improve gen AI search performance — so your brands can move as fast as AI models evolve.
• The new measurement mantra beyond keywords and click-through to visibility, citations and conversions.

Joan FitzGerald

VP Data Excellence and Privacy ANA

THE JOURNEY TO ANALYTICS & MEASUREMENT

The best marketers aspire to not only identify consumer needs, but action on them meaningfully – in a way that serves the customer and the brand. Join us as we not only discuss our approach to measurement, and how to identify tangible places along the journey to optimize, BUT also how we create a culture of curiosity and collaboration that informs action.

• We’ll dig into data democratization- how to access and/or analyze data in a highly metricized organization
• We’ll discuss “Data IRL” (“in real life”): the realities of managing journeys across tools, partners, and inevitable data gaps
• We’ll share experiences and tips for “storytelling harmony” (aligning on test KPIs - as applicable, socializing data insights and aligning teams around one Point-of-View, not fractured interpretations)
• We’ll share our progress on building a cross-organizational Learning Cohort that seeks to guide Organizational planning and growth
• We’ll share our approach to prioritizing testing ideas and pit falls to avoid

Walk away with practical approaches for collaborating across stakeholders, sharpening insight-to-story skills, and inspiration on using key findings to drive business impact.

Naga Kattula

Director - Digital Analytics and Optimization USCB Credit, Fraud & Decision Management

CLOSING REMARKS

Kevin Svenningsen

SVP, Measurement ANA