The Future of Measurement: Metric Overload to Media Impact

Join us in person to dive into the exciting world of media measurement! Most can talk about the measurement “trifecta” or ‘Holy Trinity’: attribution, incrementality and MMM. This session is different. We’ll focus on what’s most relevant for growing brands: how to measure performance when budgets are leaner, consumer journeys are messier, and privacy changes mean less user-level data available.

This event is perfect for anyone looking to get smarter about what really matters in tracking and measuring success.

Key Takeaways

• A clearer view of what “good measurement” looks like for your business
• A few practical ways to get more signal without over-engineering
• A plan for staying effective as cookies and user-level tracking continue to shift
• An overview of the new, AI-driven measurement techniques

Info: Performance measurement sits at the crossroads of science and business, and the answers are not always clear-cut. This session will cover how to stay strategic when results are not statistically significant, run agile test and learn cycles without wasting budget, explore channels with measurement built in, and use AI to make analysis faster and simpler.

Info: Privacy and cookie rules are changing fast, and that is reshaping how web event tracking and user-level data collection work. This session breaks down what is changing, what it means for reporting, optimisation, and decision-making, and what you can do now to reduce disruption through practical process and measurement updates.

Info: Dan will deliver a practical session on the biggest B2B measurement challenges marketers face today. From buying groups rather than individual decision-makers to complex multi-touch journeys, offline and CRM blind spots, and an overreliance on short-term metrics that fail to show real business impact. Dan will explore how LinkedIn’s measurement philosophy helps address these issues, unpack its view of the measurement “trifecta” across attribution, incrementality, and MMM, and take a closer look at the solutions delivering the most value for B2B marketers right now.

Know what’s Happening Next — before everyone else does.

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Host or Publisher ROAST