Measure What Matters: Proving What Drives Growth (In-Person Only)

WELCOME REMARKS

Kevin Svenningsen

Senior Vice President, Measurement for Marketers ANA

PROVING BRAND VALUE IN THE LANGUAGE OF THE CFO

Brand budgets are often the first to be cut because they are the hardest to defend. Most measurement systems remain heavily focused on short-term attribution metrics like clicks, conversions, and ROAS, which systematically undervalue the long-term contribution of brand investment. Yet research from Binet & Field and others continues to show that balanced brand and performance investment drives stronger long-term growth. In this session, PMG will argue that the challenge is not that brand equity is “soft,” but that most organizations lack the right measurement frameworks to connect brand health to business outcomes with the rigor expected by finance and leadership teams. 

PMG will share findings from a two-year study across six categories that developed a daily Brand Equity Index using observable digital signals such as branded search, web traffic quality, media sentiment, brand curiosity, and pricing power. The research demonstrates that changes in brand equity can serve as a leading indicator for outcomes including store traffic, revenue, and even stock movement — often weeks or months before results appear in sales data. Attendees will leave with a practical framework for continuous brand monitoring, guidance on how to connect brand metrics to financial impact, and a clearer understanding of how brand tracking, MMM, and incrementality testing can work together to create a more complete measurement strategy.

Laurie Miller

Head of Analytics & Measurement PMG

FINDING A “COMMON CURRENCY” FOR STRATEGIC A&M INVESTMENT TRADE-OFFS

A&M investment today is more fragmented than ever, making it increasingly difficult to measure the impact of every dollar. As C-suite leaders navigate A&M budget allocation, the lack of clear, comparable performance metrics limits effective decision-making. A “common currency” is needed to enable strategic trade-off conversations across all A&M investment options—including traditional paid media (time-series), partnerships (discrete), and beyond. 

Jeremy Wasson

Sr. Director, One PEP Media Global COE, Measurement Transformation, PepsiCo

MEASURING THE BUSINESS OF FANDOM: GROWING THE NEXT GENERATION OF DALLAS COWBOYS FANS

The modern story of fandom is about treating fans as assets, not metrics. At the Dallas Cowboys, we focus on how we see, know, and engage our fans—prioritizing leading indicators that define Return on Audience. In this keynote, I’ll break down what we measure, why it matters, what it unlocks, and what we’re still learning as we build the next generation of fans.

Rob Sender

Senior Director, Brand & Marketing Dallas Cowboys

HOW WE BUILT THIS: LEVERAGING DEEP MEASUREMENT IN A PRIVACY-CENTRIC HEALTHCARE MARKET TO BUILD A BRAND

Healthcare marketers working to establish new brands in both low-awareness categories and an increasingly privacy-conscious environment need measurement to evolve beyond last-click performance metrics. Search and social remain important demand-capture tools, but sustainable growth requires broader media activations that nurture demand, support local market needs, and adapt to shifting business realities, all while maintaining clear, privacy-safe measurement frameworks. While scaling campaigns for our Rx lens brands across thousands of partner/distributor locations, our measurement-first activation strategies align channel mix, audience construction, regional execution, and business readiness. This requires intentional objective definitions, establishing clear channel roles, and thoughtful audience strategies, all inter-connected with measurement across the full consumer journey. We’ve constructed a privacy-forward framework that’s flexible for established and emerging healthcare brands measuring what matters while building awareness, adoption, and long-term growth. 

Matthew Jackson

Americas Consumer Media Director EssilorLuxottica

MEASURING WHAT MATTERS: A TRIANGULATED APPROACH TO INCREMENTALITY

As marketing pressure increases, organizations need stronger ways to measure incrementality beyond single-method approaches. This session presents a triangulated framework that combines multiple methods to improve confidence and reduce bias. 

The authors share three case studies from Keurig Dr Pepper: media lift measured through forensic controls, Snapple sales decomposition to isolate drivers of performance, and a TV campaign evaluated using counterfactual forecasting to separate incremental impact from baseline trends. 

KDRP is building a scalable measurement ecosystem on Databricks to operationalize these methods and enable consistent triangulation and improved investment decisions.

Sajal Kumar

Director, Data Science and AI/ML Keurig Dr Pepper

BREAKING DATA BARRIERS TO DRIVE BETTER INSIGHTS

AI is helping unify marketing and account data, creating a more connected view of the customer journey and enabling better decision-making across the funnel. By eliminating data silos and surfacing actionable insights, AI is empowering marketing teams to be more focused, intentional, and efficient in their strategies. From identifying high-value accounts and personalizing engagement to optimizing campaign performance and measuring impact, AI is helping teams prioritize the right opportunities, improve alignment with sales, and drive greater effectiveness throughout the entire revenue funnel.

Sadique Khan

Program Director- MMAPI Performance Analytics and Insights IBM

BEYOND TRADITIONAL ATTRIBUTION: MEASURING THE TRUE IMPACT OF BRAND INVESTMENT

Across categories, marketers are operating in an increasingly diverse media landscape. While current attribution models effectively link media to short-term business outcomes, they fall short in quantifying media’s impact on brand health—and how that impact translates into long-term business results.

As consumer preferences shift rapidly and competition intensifies, it is critical to measure how brand equity evolves and contributes to growth. In this session, we introduce a measurement framework that leverages leading indicators and behavioral signals to detect shifts in consumer sentiment that traditional, lagging attribution models often miss. This approach bridges brand and performance by linking shifts in consumer perception to down-funnel behaviors and business outcomes, providing a clearer, data-driven foundation for both optimizing decisions and sustaining brand investment.

Bradley Carpenter

Decision Science Analyst Lead USAA

CLOSING REMARKS