The Advertising Research Foundation (ARF) held a critical, one-day event in New York City during Ad Week, to investigate one of the most crucial factors in business today—optimizing the customer experience. It is critical for brand success. Speakers from Ben & Jerry’s, Levi’s, Salesforce, Kantar, CBS and more, shared their insights. There were thought-provoking presentations by luminaries in the field. Here are just a couple of the topics covered.