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In a climate marked by intense scrutiny on marketing investments and rapid AI integration, CMOs are under unprecedented pressure to move beyond surface-level metrics. This session, led by Juliet Machan, Director - Global Audience & Measurement at EY, offers a clear roadmap to quantify and articulate your true P&L impact.

The discussion will focus on shifting from 'vanity metrics' like impressions and engagement to value metrics directly tied to pipeline, closed deals, and tangible business revenue. We invite you to join us for a group discussion that will cover:

• Implementing robust, multi-touchpoint attribution models that capture marketing's influence across the entire customer journey.
• Defining and tracking comprehensive marketing costs and profits to reveal true ROI.
• Leveraging real-time dashboards and data infrastructure to gain insights into campaign performance.
• Driving critical behavioural and cultural shifts within your teams to embrace data governance and accountability.

This will be an in-person breakfast, hosted by EY Global.