Measure Smarter, Move Faster: Marketing Measurement in the AI Age (In-Person Only)

WELCOME REMARKS

DEAD INTERNET THEORY: HOW TO MEASURE WHEN INTENT SIGNALS DISAPPEAR

Observable buyer activity is shrinking while hidden, dark-buying activity is increasing. Zero-click search, AI-driven research, and private communities are replacing clear intent signals. How should marketing be measured and optimized in this new reality? In this session, we'll discuss the size of the problem, why the old signals are dying, and what smart marketers are doing to replace vanishing intent signals.

Andy Hasselwander

Chief Analytics Officer Marketbridge

WHY MEASUREMENT STACKS FAIL- AND HOW AN INTEGRATED DECISION SYSTEM CHANGES THE GAME

Over the past decade, organizations have invested heavily in building measurement stacks—yet many still struggle to translate insights into timely, confident decisions. The challenge isn’t a lack of models—it’s the fragmentation across digital attribution, MMM, media budget optimization tools, and increasingly, disconnected views of media, creative, and competition.

This session reframes modern measurement as a systems design problem, not a modeling problem. It introduces a unified approach where Intelligent Digital Attribution and causal modeling are brought together within a single environment—enabling teams to analyze actualized performance and benchmarking against competition while simultaneously planning future media scenarios, without switching platforms.

Critically, the session also expands the lens beyond media alone—integrating competitive activity and creative content signals into the same ecosystem, recognizing that consumer experience is shaped by how brands show up and compete within crowded digital environments.

The presentation will highlight how AI-enabled interaction layers are transforming how teams engage with data—making it easier to mine insights, evaluate trade-offs, and simulate scenarios in real time.

Attendees will leave with a blueprint for moving from fragmented tools to a connected, decision-ready system that links media, creative, and competition into a unified view of growth

Chris Valle

Head of Media and Health Care Professional Analytics North America Kenvue

MEASURE LESS, DECIDE MORE: THE FIVE QUESTIONS THAT COME BEFORE THE METHOD

Most measurement programs don't stall on technique. They stall because no one named the decision the measurement was meant to inform. The result is familiar: dashboards nobody acts on, three models giving three answers, and a budget meeting where marketing can't defend its numbers.

This session is about the step that comes before you pick a method, whether that's MMM, MTA, incrementality, lift, or attention. Drawing on digital measurement at The New York Times, more than a decade across retail technology, business analysis, and analytics leadership at Fidelity Investments, and marketing analytics at VanEck Associates, I'll share a simple, repeatable framework: five questions that turn a vague ask like "we need to better measure our campaigns" into a named decision, a behavior, a feasible analytical task, an owner, and a success metric.

Those five questions sit above the methods. They tell you which instrument the decision actually calls for, and whether you need more than one. A short case study shows the framework in action, and a live exercise lets you run one of your own measurement questions through it. You'll leave with a one-page tool you can put in front of any stakeholder on Monday.

Juan Liu

Director of Analytics VanEck

FORECASTING AND CAPTURING VALUE IN THE AI AGE

Traditional marketing measurement tells us where value was created. Modern measurement should tell us where value will be created next.

In this session, we share how Prudential is transforming measurement from a retrospective reporting discipline into a predictive growth engine. By combining AI-enabled segmentation, value forecasting, activation, optimization, and outcome measurement, we are building the type of a closed-loop system that identifies growth opportunities, quantifies expected business impact, and tracks value delivered from insight through execution.

Learn how value is forecast at the customer segment level, investments prioritized based on expected return, and decisions continuously refined through real-world performance data. We will explore the vision for how AI accelerates opportunity identification, modeling, and optimization, allowing teams to move faster while improving confidence in marketing investment decisions.

The result is a modern measurement approach that not only proves marketing's value—but actively helps create it. This session provides a blueprint for organizations seeking to connect strategy, analytics, and activation into a unified system for growth.

Matt Diiorio

VP, Head of Growth & Channel Activation Prudential

FROM ATTRIBUTION TO ACTION: TURNING MARKETING MEASUREMENT INTO A DESIGN ENGINE

Most organizations have measurement. Few have operationalized measurement.

As attribution, AI, and analytics capabilities mature, the challenge is no longer generating insights—it's turning those insights into decisions. Too often, marketing measurement remains trapped in dashboards and reports, disconnected from planning, optimization, and investment allocation. This session will share a practical framework for transforming measurement from a reporting function into a decision engine.

Attendees will learn how to go Beyond Last Touch and move towards Building a Connected Measurement System Across Paid and Owned Media. Understand Why measuring channels independently creates suboptimal decisions and how embedding Multi-Touch Attribution (MTA) into business routines with AI agents is an important enabler. They will learn how to create role-based experiences for marketers and leaders, build trust through transparency and governance, and drive adoption through real-world use cases. Drawing from examples of channel optimization, budget reallocation, and cross-channel decision-making, we'll explore what it takes to move from measurement to action.

Svravanthi Konduri

AVP, Marketing Strategy & Analytics Navy Federal Credit Union

AI IN MEASUREMENT: TURNING DASHBOARDS INTO DECISION INTELLIGENCE

Jerry Nichols

VP, Marketing Data, Analytics and Insights Bottomline

DECODING THE CREATIVE SIGNAL: ACCELERATING PERFORMANCE MEASUREMENT FOR WYNDHAM

Marketing measurement is often bottlenecked by a major blind spot: ad creative is treated as a static wildcard. Traditionally, brands remain blind to the exact visual elements, messaging hooks, and asset attributes that trigger conversions. For a major hospitality brand like Wyndham, relying on slow, post-campaign recaps meant missing real-time optimization opportunities and losing ad spend efficiency.

To solve this, Wyndham revolutionized its performance tracking by partnering with Adora AI transforming qualitative creative assets into structured, high-velocity data signals. By automating the decoding and tagging of visual attributes at scale, Wyndham integrated deep asset intelligence directly into its measurement strategies and reporting. This allowed the team to isolate, quantify, and analyze the exact performance impact of individual creative variables in real time. Instead of waiting weeks for retrospective data, Wyndham with the help of Adora AI established a comprehensive creative measurement solution.

Matthew Smith

Senior Director Marketing Effectiveness Wyndham

SESSION 8

CLOSING REMARKS