Professor Li is actively immersing herself in recent developments in AI, eager to integrate its advancements into her research and share new insights with her students. She is deeply invested in understanding its underlying mechanisms and customizing AI solutions for businesses of all sizes. Her research focuses on the consumer purchase journey, tackling challenges such as the curse of dimensionality, fragmented data, and adapting to a cookie-free environment. Additionally, her work includes initiating the consumer journey through acquisition strategies like sampling, free trials, and freemium models, as well as guiding firms through disruptions and radical innovations in the consumer landscape. She collaborates across industries, including hospitality, software, banking, and publishing.
Ariane Pol is Global Head of Creative and Creator Research & Data Science at Google, where she leads a cross-functional team and partners with top research providers and academics to provide AI-powered creative effectiveness guidelines, cutting-edge solutions, and industry thought-leadership for Google's top global advertising partners.
Mark Truss is the Executive Director of Galileo Research and Strategy Consultancy, a psychology-based research and strategy company that uses therapeutic and clinical psychological techniques with respondents and participants to uncover deeply held views, attitudes, and cognitive biases, thereby clarifying people’s motivations and decision-making processes. He leads Galileo’s quantitative research and methodology development, using traditional, emerging, and experimental research techniques to drive impactful strategy and communications. Mark is also an active contributor to the industry. He writes for and speaks at events hosted by the Advertising Research Foundation, the 4A’s, and the IAB, and he lends his expertise to industry bodies such as the Market Research Council and the Ad Council’s Research Committee. In addition, Mark is an adjunct professor at Columbia University and NYU and serves as a board member of the ANA’s Educational Foundation. In his spare time, Mark plays lead guitar in a band of market researchers, known as “The Outliers.”
Lisa has spent 18 awesome years at Ipsos, immersed in the world of advertising and brand research. In her current role, she sits at the intersection of product innovation & market authority to help brands maximize their creative impact. She ensures Ipsos’ research solutions solve complex challenges for both sides of the ecosystem - equipping advertisers to build stronger brands and ad platforms to better monetize their environments. Most recently, she has focused on spearheading pioneering research on retail media networks, proving the business value of creative quality in this rapidly evolving channel. Lisa believes the industry treats brand and performance in too binary a fashion, to the detriment of creating actual demand. She’s eager to unpack this dynamic and the role of measurement in reinforcing it at this year’s Creative Effectiveness Day.
Manish Hira is a Data Analysis Manager at Capital One and a Ph.D. Candidate in Systems Modeling and Analysis at Virginia Commonwealth University, Richmond VA. He leads marketing analytics for Capital One's brand organization, overseeing analytics for a multimillion-dollar media portfolio and developing AI-integrated analytics strategies. With over 20 years of experience across Capital One, Samsung Electronics, and Wipro Technologies, Manish has built predictive models, founded an IP innovation program generating patents, and delivered engineering projects for global clients including Qualcomm, Nokia, and Toshiba. He holds graduate degrees from the University of Washington and the University of Notre Dame. Manish is an IEEE Senior Member and a named inventor on two U.S. patents. His current research focuses on Explainable/Interpretable AI methodologies and AI-mediated marketing measurement frameworks with human in the loop governance.
AUDIENCExSCIENCE 2025: Past Event Highlights
ARF Attention Measurement Validation Initiative: Phase 2 Report (2nd Edition)
Cross-Platform Measurement Options from an Agency Perspective
How to Calculate Reach and Frequency Using Virtual IDs (VIDs)
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