Check in, grab a light breakfast, and connect with fellow attendees before the sessions begin.

Opening remarks from Measured CEO, Trevor Testwuide.

Drawing on one of the largest collections of real-world incrementality data ever assembled, Measured will reveal the performance patterns that only become visible at scale. See which channels consistently drive incremental growth, how media influences performance across revenue streams, where brands are over- or under-investing, and where new customers are really coming from.

Global CMO from Levi’s shares his story about moving incrementality from a measurement initiative into an established part of planning and decision-making. This session will explore what prompted the shift, how Levi’s brought stakeholders along, where friction emerged, and what changed once incrementality measurement became part of the operating model.

Stretch, refuel & network

Marketing and analytics pros reveal how their teams have applied incrementality measurement and insights to solve specific business challenges. The panel will explore what they tested, what they learned, and how the findings led to decisions that unlocked growth.

Christof shares how VF Corporation uses incrementality testing and marketing mix modeling together to build a more complete view of performance. The session will examine the role each method plays, how the team reconciles different signals, and how the combined evidence informs planning, optimization, and budget decisions.

Measured CEO Trevor Testwuide and Rob Trauber discuss why marketing investment is under greater boardroom scrutiny as companies face more pressure to prove where growth is coming from. They’ll explore how CEOs and CMOs evaluate marketing investment, what finance needs to see, and how better measurement helps leaders distinguish where to keep investing, where to pull back, and where the next dollar can work harder.

Marketing leaders from leading global brands share how they are embedding measurement into the way their organizations operate. Hear how incrementality findings influence budgets, shape strategy, and help teams adapt as AI changes the pace and complexity of marketing.

Join a small, structured session led by experts for a deep dive into measurement best practices and real technical work. Each lab will focus on a specific incrementality challenge. Choose the topic most relevant to your needs and leave with a practical framework you can implement the next day.