Measurement to Momentum: Driving Growth Across the Full Funnel (In-Person Only)

WELCOME REMARKS

Kevin Svenningsen

Senior Vice President, Measurement for Marketers ANA

ALIGNING MARKETING CAPITAL WITH ENTERPRISE VALUE

In today's AI-driven landscape, CMOs face a critical juncture: they must move beyond traditional marketing boundaries to become architects of enterprise growth and fiduciary responsibility.

In this session, David Kaul, Google’s Managing Director of Data, Measurement, and Analytics, shares a systems-thinking blueprint designed to align marketing capital allocation with the broader business metrics and long-term horizons that the C-suite demands.

Join us to explore a framework for moving past short-term, siloed channel thinking toward an integrated, AI-driven approach that transforms marketing from a cost center into a liquid competitive advantage. Discover how to meet a consumer whose behavior has fundamentally shifted from keyword intent to complex conversational lifecycles. Learn how to reallocate resources to ensure your investment captures not just the initial transaction, but the entire enterprise value of a lifelong consumer journey.

David Kaul

Managing Director of Data, Measurement, and Analytics Google

FROM BRAND PROMISE TO BUYER BEHAVIOR: TURNING INSIGHTS INTO MEASURABLE GROWTH

In today’s environment, diverging consumer sentiment, values, and voices have made the gap between what brands say and how people respond more visible—and more consequential—than ever.

Our session focuses on closing that gap by fundamentally rethinking how insights are generated, activated, and scaled across the organization.

We explore how the traditional insights function—often retrospective and siloed—is no longer sufficient. Instead, winning organizations are building always-on intelligence ecosystems that combine proprietary data, AI, and real-time signals to inform decisions at speed. This shift transforms insights from a support function into a growth engine—powering everything from creative development to media optimization and product innovation.

A key theme is the importance of translating insight into action. Too often, valuable signals remain underutilized due to fragmentation across teams. By embedding intelligence directly into marketing workflows and decision-making processes, brands can ensure that every touchpoint—from brand storytelling to performance marketing—is aligned to actual consumer behavior, not assumptions.

We also discuss how this approach drives measurable impact across the entire funnel. When insights are connected end-to-end, organizations are better positioned to increase relevance, strengthen engagement, and ultimately convert demand more effectively. 

The discussion with attendees reinforces a shared challenge—and opportunity—across the industry: how to move from isolated data points to integrated, actionable intelligence. The organizations that succeed will be those that operationalize insights at scale, enabling faster decisions, smarter investments, and more consistent growth.

Tobias Puehse

Senior Vice President Insights & Intelligence Mastercard

PROMPT TO PURCHASE

A Deep Dive on AI-Influenced Purchase Behavior for Brands and Marketers, as Assistants and AI Search Reshape the Consumer Journey

Smriti Sharma

Executive Vice-President, Analytics and Managing Director, Custom IQ Comscore

PROVING AUDIO WORKS: HOW HILTON & SIRIUSXM MEDIA ARE ADVANCING MEASURABLE MARKETING OUTCOMES

As marketers face increasing pressure to demonstrate ROI across every media investment, brands are looking for more transparent, data-driven ways to measure performance and optimize spend. In this fireside chat, leaders from Hilton and SiriusXM Media will discuss how advertisers and media partners can work together to modernize audio measurement and unlock stronger business outcomes.

The conversation will explore Hilton’s evolving marketing and analytics needs, including the growing importance of Marketing Mix Modeling (MMM), cross-channel attribution, and actionable performance insights. Using the SiriusXM Media and Hilton partnership as a case study, the discussion will highlight how open measurement frameworks, automated data solutions, and independent measurement partnerships are helping marketers gain greater visibility into audio’s impact on consumer behavior and ROI.

The session will also examine how innovations in advanced audio & measurement capabilities are improving targeting, optimization, and campaign effectiveness across different audio environments. Attendees will leave with practical insights into how brands and media companies can collaborate to build more accountable, measurable, and performance-driven advertising strategies.

Sona Cederquist

Senior Director, Ad Effectiveness SiriusXM Media

FROM DATA TO DECISIONS: BUILDING MEASUREMENT THAT DRIVES ACTION

Marketing organizations are awash in data, dashboards, and metrics—yet many leaders still struggle to make confident decisions. The issue isn’t access to information; it’s that measurement too often starts with data instead of the decisions it’s meant to inform.

In this session, Michael Simone shares a practical, end to end approach to marketing measurement designed to help restore clarity, alignment, and action. Drawing from real world work enterprise measurement strategy, this talk reframes measurement as a decision led capability—one that connects insights to strategy, defines success before launch, and creates a shared measurement language across teams.

Attendees will explore three foundational shifts:

• Start with decisions, not data, ensuring measurement answers the questions leaders actually need to act on.
• Use insights to inform strategy, with clear success targets established upfront rather than after results are in.
• Create a shared measurement language, so teams align around what matters without forcing false precision or one size fits all KPIs.

Rather than introducing new tools or models, this session focuses on the organizational and strategic moves to help make measurement trusted, usable, and embedded in how marketing operates. Attendees will leave with a better understanding of a framework for designing end to end measurement that helps reduces noise, accelerates decision making, and strengthens marketing’s role as a driver of growth.

Michael Simone

Firm Marketing Performance Analytics Enterprise Solutions Director Deloitte

FROM STOREFRONT TO BRAND EXPERIENCE: HOW EXPERIENTIAL RETAIL DRIVES FULL-FUNNEL GROWTH

As marketers look to drive growth across the full funnel, the physical store has emerged as a critical channel for building brand affinity and customer loyalty. This session will explore how retail is evolving from transactional to experiential, and how Nespresso's new global flagship was designed to create immersive, hospitality-led experiences that extend beyond commerce. Attendees will gain insights into how experiential retail can influence consideration, engagement, retention, and advocacy—transforming the store into a powerful engine for long-term growth

Sondra Seecharan

Retail Shopper Marketing Manager Nestlé Nespresso U.S.A.

ANALYTICS & RESEARCH TOGETHER WITH BANK OF AMERICA

In today’s data-driven landscape, the strongest business decisions come from combining analytics with research to uncover deeper, more actionable insights. Traci Johnston will explore how organizations can leverage analytics to identify emerging opportunities and use research to validate, refine, and introduce new perspectives that drive innovation and growth.

Traci Johnston

Enterprise Clients Insights Strategy Bank of America

THE BALANCED SCORECARD FOR IN-STORE RETAIL MEDIA: PAIRING STORE LEVEL IMPACT WITH SHOPPER INSIGHTS

Incrementality is not just about understanding whether the campaign was effective, but how/ why the campaign was effective . In this session, we will address the current industry dialogue around in-store measurement— the tension between store-level lift approaches and the need for deeper, more actionable "digital-like" shopper insights. We will outline CMX’s “balanced scorecard” approach, which combines matched-store impact with household and shopper-level measurement to better understand how campaigns influence behavior. Enabled by a robust loyalty ecosystem, high levels of identifiable transactions, and diverse store formats, this methodology delivers both scale and precision.

Finally, we will demonstrate how this approach can continue to evolve to a more holistic, omnichannel measurement framework - allowing for understanding of impact on onsite, offsite and in-store channels while enabling the diagnostic insights that drive smarter optimization and sustained investment.

Gretchen Reisner

Director, Client Insights & Strategy CVS

CLOSING REMARKS

Kevin Svenningsen

Senior Vice President, Measurement for Marketers ANA