8:00-9:00am | Registration and Breakfast |
9:00-10:40am | Morning Section Measuring and Optimizing Creative In-Market Performance |
| Opening Remarks Sequent Partners |
| Ad Testing Breakthrough: AI Amplifies the Voice of Humans Tina DeSarno – SVP and Head of Ad Solutions, MarketCast Charlie Farr – Senior Principal Team Leader, Marketing and Insights Group, Chick-fil-A |
| How Marketing Mix Modeling Can Adapt to Deliver Creative Evaluation Alex Fitzgerald – Program Lead– Data Science & Marketing, Ekimetrics |
| Beyond Gen-AI: 3 case studies utilizing AI to Power an Insights and Learning Culture that Drives Efficiency and Effectiveness Mark Piesanen – Chief Revenue Officer, CreativeX |
| Panel Discussion with Section Speakers |
10:40-11:10am | Morning Break |
11:10am-12:30pm | Mid-Morning Section Is AI Transforming Marketing Analytics? |
| From Data to Dollars: How Shiseido Leveraged Machine Learning to Create Meaningful Customer Experiences Amit Naik – SVP, Global Head of Analytics & Media COE Partnerships, Shiseido |
| Using Daily, Campaign-Level Insights to Maximize ROAS with Machine Learning MMM Michael True – Co-founder and CEO, Prescient AI |
| Panel Discussion with Section Speakers |
12:30-1:30pm | Lunch |
1:30-2:50pm | Early Afternoon MMM: Matching the Complexity of the Marketplace |
| Goodbye Misleading Metrics: Using Commercial Analytics for Growth Laura Guerin – Sr. Director, Consumer Analytics, SharkNinja Mike Menkes – VP of Customer Engagement, Analytic Partners |
| Panel Discussion with Section Speakers |
2:50-3:20pm | Afternoon Break |
3:20-4:50pm | Late Afternoon Overcoming Data Challenges with Innovative Data Solutions |
| First-to-Market Holistic Radio Measurement Curtis Corl – CMO of Ocean State Job Lot Jenna Umbrianna – Chief Development Officer of Mediastruction |
| Understanding and Leveraging the Power of Short-Form Content Through 360″ Consumer Digital Journeys Natasha Hritzuk – VP, WBD Corporate Research |
| Touchpoint Analytics: Bootstrapping MMM/ MTA with Practical Research Insights to Fill Data Gaps Bridget Nelson – Head of Brand Performance and Audience Research, MassMutual |
4:40-4:50pm | Closing Remarks Sequent Partners |
5:00-7:00pm | Cocktail Reception |