8:00-9:00am |
Registration and Breakfast |
9:00-10:40am |
Morning Section
Measuring and Optimizing Creative In-Market Performance
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Opening Remarks Sequent Partners |
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Shifting the Paradigm of Addressability and Utilizing Measurement as a Planning Roadmap Neil Napolitano – Executive Director of Measurement Innovation, Dotdash Meredith |
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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 |
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Ad Testing Breakthrough: AI Amplifies the Voice of Humans Tina DeSarno – SVP and Head of Ad Solutions, MarketCast
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Beyond Gen AI: Using AI to Improve Creative Outcomes Rebecca Dykema – SVP Partnerships and Creative Transformation, CreativeX |
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Reach and Frequency for Linear, Streaming, Digital Video and Walled-Gardens Leslie Wood – Chief Research Officer, iSpot.tv
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Panel Discussion with Section Speakers |
10:40-11:10am |
Morning Break |
11:10am-12:30pm |
Mid-Morning Section
Is AI Transforming Marketing Analytics?
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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 |
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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 |
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GenAI Delivers the Next Generation of Multitouch Attribution Steve Cohen – Partner, In4mation Insights |
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Maximizing the Accuracy of Full Funnel Cross-Media Outcomes Measurement Kristin Vento – SVP, Nielsen Adam Isselbacher – SVP, Group Director, Research & Analytics, IPG
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Panel Discussion with Section Speakers |
12:30-1:30pm |
Lunch |
1:30-2:50pm |
Early Afternoon
MMM: Matching the Complexity of the Marketplace
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Goodbye Misleading Metrics: Using Commercial Analytics for Growth Laura Guerin – Sr. Director, Consumer Analytics, SharkNinja Mike Menkes – VP of Customer Engagement, Analytic Partners |
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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 |
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The awareness advantage: Why Brand Building Drives More Effective Performance Advertising on TikTok Naijia Huang – Marketing Director, Oishii |
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Navigating the Journey from Integrated Strategic Planning to Tactical Optimization Bharath Gaddam – Founder, DataPOEM
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Panel Discussion with Section Speakers |
2:50-3:20pm |
Afternoon Break |
3:20-4:50pm |
Late Afternoon
Overcoming Data Challenges with Innovative Data Solutions
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First-to-Market Holistic Radio Measurement Curtis Corl – CMO of Ocean State Job Lot Jenna Umbrianna – Chief Development Officer of Mediastruction |
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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 |
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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 |
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Your Brand Deserves Better, Leveraging MMM to Solve the Brand vs. Performance Dilemma Colin Duethorn – Group Manager, Revenue Partnerships, Research & Insights, Snapchat
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Panel Discussion with Section Speakers
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4:40-4:50pm |
Closing Remarks Sequent Partners |
5:00-7:00pm |
Cocktail Reception |