B - Can I Measure Everything?

Marketing desperately wants to be a measurement business. But the days of one research org and linear television are dead. In its place are many walled gardens, retail media networks and a LumaScape Industry map that has 5xed in size over the past decade. And the C-Suite wants more measurement and more certainty. Marketers want to invest in brand equity, innovate, and experiment. If you want to improve your measurement communication skills and practices this is the session for you.

Is this Artificial Intelligence?

In this marketer only session we’ll take a walk through the rapidly evolving AI tools landscape in MarTech and answer this question - is it really AI or sales spin? Starting with the foundations of understanding what AI is (and isn’t) in marketing technology, we’ll review several of the tools that are proliferating the market and determine what they are actually doing - or not doing. We’ll then examine the questions to ask and how to evaluate an AI marketing tool to see if it really is going to add value to your brand. Followed by what promises to be a lively Q&A on this topic as we all try and figure out how best to use AI as it rapidly evolves and changes.

Roundtable: Short term wins vs Long term benefits?

Navigating the choice between brand and performance marketing investment – This group discussion will unpack the key dimensions of this ongoing challenge for businesses trying to grow both in the short and long term. We’ll focus on the implications for measurement, buying and creative strategy and how to chart a course in high inflationary and turbulent economic times.

Approaches to Data & Measurement that Makes Sense