Global

The marketing measurement toolkit is more complex than ever—MTA, MMM, RCTs—all promising answers yet often delivering conflicting results. This session breaks down the strengths and weaknesses of today’s leading methods, explores whether AI introduces clarity or confusion, and tackles the biggest question of all: do we really believe the numbers? Join us to cut through the noise and learn how to instill confidence in your measurement approach with stakeholders across the business.

Marketing remains a critical driver of growth—so why isn’t it accounted for like other business assets? In this session, we dive into the obstacles for Marketing in demonstrating impact in a way a CFO can trust. We’ll explore what it takes to link marketing activities to outcomes that matter and how to close the communication gap between Finance and Marketing. Walk away with actionable ideas to elevate Marketing’s financial fluency and secure its place as a measurable, strategic asset.