8:00-9:00am | Registration and Breakfast |
9:00-10:40am | Morning Section Measuring and Optimizing Creative In-Market Performance |
| Opening Remarks Sequent Partners |
| Shifting the Paradigm of Addressability and Utilizing Measurement as a Planning Roadmap Neil Napolitano – Executive Director of Measurement Innovation, Dotdash Meredith |
| Reach and Frequency for Households and People across Linear, Streaming, Social and Walled Gardens Leslie Wood – Chief Research Officer, iSpot.tv |
| Pioneering the Integration of Creative Quality into Marketing Measurement Catie Cambria – Vice President, Marketing, Clinique North America Alex Fitzgerald – Program Lead– Data Science & Marketing, Ekimetrics Marta Martinez – Managing Director of Data, Measurement and Analytics, Google |
| 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 |
| Beyond Gen AI: Using AI to Improve Creative Outcomes Rebecca Dykema – SVP Partnerships and Creative Transformation, 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 Omer Iqbal – SVP, Digital and Technology, Shiseido Company Limited Rodolphe Dougoud – Project Lead, Fifty-Five |
| Using Daily, Campaign-Level Insights to Maximize ROAS with Machine Learning MMM Cameron Bush – Head of Advertising, HexClad Michael True – Co-Founder and CEO, Prescient AI |
| GenAI Delivers the Next Generation of Multitouch Attribution Steve Cohen – Partner, In4mation Insights |
| Panel Discussion with Section Speakers |
12:30-1:30pm | Lunch |
1:30-2:50pm | Early Afternoon MMM: Matching the Complexity of the Marketplace |
| Navigating the Journey from Integrated Strategic Planning to Tactical Optimization Bharath Gaddam – Founder, DataPOEM |
| Goodbye Misleading Metrics: Using Commercial Analytics for Growth Laura Guerin – Sr. Director, Consumer Analytics, SharkNinja Mike Menkes – VP of Customer Engagement, Analytic Partners |
| How Brands can Drive 5% Sales Lift Through Synthetic Attention Johanna Welch – Global Mars Horizon Comms Lab Associate Director, Mars Max Kalehoff – Chief Growth Officer, Realeyes |
| The awareness advantage: Why Brand Building Drives More Effective Performance Advertising on TikTok Naijia Huang – Marketing Director, Oishii |
| Panel Discussion with Section Speakers |
2:50-3:20pm | Afternoon Break |
3:20-4:50pm | Late Afternoon Overcoming Data Challenges with Innovative Data Solutions |
| Your Brand Deserves Better, Leveraging MMM to Solve the Brand vs. Performance Dilemma Colin Duethorn – Group Manager, Revenue Partnerships, Research & Insights, Snapchat |
| First-to-Market Holistic Radio Measurement Curtis Corl – CMO of Ocean State Job Lot Jenna Umbrianna – Chief Development Officer of Mediastruction |
| Mastering the Micro-Moment: Unleashing Short-Form Content’s Power in Digital Consumer Journeys Natasha Hritzuk – VP, WBD Corporate Research Liz Huszarik – Co-Founder, Maverix Insights |
| Touchpoint Analytics: Bootstrapping MMM/ MTA with Practical Research Insights to Fill Data Gaps Bridget Nelson – Head of Brand Performance and Audience Research, MassMutual Mike Griffin – VP of Client Service, Kantar |
4:40-4:50pm | Closing Remarks Sequent Partners |
5:00-7:00pm | Cocktail Reception |