ANA CMO MarTech Mastery Series: Advancing Measurement & Attribution
Proving the value of marketing technology requires a measurement approach that is both accurate and actionable, yet many organizations continue to rely on fragmented data, inconsistent attribution models, and metrics that are not fully aligned with enterprise goals.
This MarTech Mastery Workshop focuses on how CMOs and marketing technology leaders can develop a more accurate and actionable measurement strategy to prove the value of marketing technology. The session addresses best practices for cross-channel measurement, ROI modeling, attribution, and aligning marketing metrics with enterprise goals.
Led by industry experts, the workshop blends strategic leadership perspective with practical guidance. Participants will explore how leading organizations are strengthening their measurement capabilities to better evaluate performance across channels, improve attribution accuracy, and connect marketing activity to business outcomes.
The session emphasizes the organizational and operational realities of modern measurement, including collaboration across marketing, analytics, finance, and executive leadership teams. Attendees will learn how to establish consistent measurement frameworks, improve data reliability, and ensure metrics are aligned to decision-making needs across the enterprise.
Participants will leave with:
- A clear understanding of how measurement and attribution demonstrate marketing value
- Practical strategies for implementing cross-channel measurement and ROI modeling
- Guidance on improving attribution models to better reflect true performance
- Insight into aligning marketing metrics with enterprise goals for stronger impact
- An actionable framework to assess and improve their organization’s measurement strategy
This workshop is ideal for CMOs, marketing technology and operations leaders, data and analytics professionals, and business stakeholders who want to better measure, communicate, and optimize the value of their marketing technology investments.
when
Start: Wednesday, July 29, 2026 at 1:00pm
End: Wednesday, July 29, 2026 at 2:00pm
WHERE
Registration Pricing
| Client-Side Tier | Platinum Tier | Gold Tier | Silver Tier | Nonmember | |||||
|---|---|---|---|---|---|---|---|---|---|
| Registration | |||||||||
| Register | Client-Side Tier $0 | Platinum Tier $0 | Gold Tier $0 | Silver Tier $0 | Nonmember N/A | ||||
Agenda
Facilitator
Jessica Nachtigall, CSO Investment Analytics, Jellyfish
Jess Nachtigall is Chief Solutions Officer, Investment Analytics at Jellyfish, bringing more than a decade of experience helping enterprise brands turn complex data into confident, actionable investment decisions. She specializes in connected measurement frameworks that link historical performance with forward-looking forecasting, enabling marketers to understand what is working, why it is working, and how to scale impact responsibly. Jess' experience covers broad expertise of analytics and measurement functions, building modern, enterprise-grade measurement systems for Fortune 100 brands operating across highly complex media environments. Her work emphasizes clarity, transparency, and rigor, ensuring teams have the insight and confidence needed to make informed investment decisions.
Expert Panelists
Jackson Bazley, EVP, Measurement for Marketers, Data & Analytics, ANA
Jackson Bazley is an EVP at the ANA, where he leads the Measurement for Marketers practice, driving the industry measurement agenda through the lens of the marketer.
Previously, Mr. Bazley spent nearly three decades with Ernst & Young, working extensively in both audience measurement and advertising-centric evaluation and measurement.
Cathy Hayes, Head Digital Trust, Novartis Pharmaceuticals Corporation
Cathy Hayes is a senior leader in Marketing Technology and Digital Trust with deep experience driving commercial transformation in the pharmaceutical industry. She currently leads MarTech Product Strategy and serves as Chief Product Owner for Digital Trust, focusing on building scalable, trusted, and AI-ready marketing capabilities.
Cathy brings a unique blend of clinical and commercial expertise. Trained as a Clinical Psychologist, she practiced for more than a decade before transitioning into pharma, where she has held progressively senior roles across sales, marketing, commercial operations, and product management. Her work spans omnichannel strategy, product-led transformation, and enterprise capability development.
Known for her passion for innovation and operational excellence, Cathy has led large-scale digital initiatives, including advancing omnichannel engagement models and modernizing marketing platforms and processes to support precision at scale.
Outside of work, Cathy is actively involved in nonprofit leadership and enjoys travel, golf, and exploring new food experiences.