You have probably already tested Google and Meta to death. Your Meta CPMs go up and down to accommodate Zuckerberg's quarterly earnings. That's the grind. This workshop is for the question after that: what else actually works, and how do you prove it before committing real budget?
The answer is in this room.
This is a small, invite-only gathering.
Submit your request to join us.
In channels you have not tested yet, pre-approved and ready to deploy.
Not a plan. A live test, structured correctly from day one, with M-Squared running the measurement.
The session on September 10th morning is specifically about how marketing and finance talk about budget together. You leave with that language.
Brands running the same kind of tests, talking through what worked and what did not.
Matchmaking is structured. You meet the publishers that fit your category, not every publisher in the room.
Meet downtown Boston at 5:00 pm for a dinner on the water. Relaxed, social, and a chance to meet the people you will want to know.
A half-day workshop at the Sheraton Boston. A short primer to set a shared language, then client case studies and panels, a conversation on how marketing and finance defend budget together, and a session on where AI fits in measurement. Lunch provided.
Working session on your own numbers with theM‑Squaredteam. 1:1 meetings with peers, advising CMOs, publisher and agency partners.
Ovadia Labaton — DTC Leader & Entrepreneur | The Perfect Jean, Kidbox, Liquorbox, VC/PE roles
Paul Baumgarthuber — CMO, Laseraway | Many ventures in digital marketing
Paul Baumgarthuber — CMO, Laseraway | Many ventures in digital marketing
Daniel Rosenberg — Hollywood Producer | Inside Man, Kangaroo Island, Responsibility Island
Chris Taylor — PE Operating Partner | Etrade, 1-800-Flowers, Left Lane Capital
Scott Termini — Agency leader | Mynt, The Remnant agency, OptiConversion
Suchit Majmudar — Agency & Marketing Leader | iBotta, Caribou Coffee
Greg Lieber — Media leader | Comcast, Snap, Twitter, VaynerMedia
Greg Glenday — Media leader | Acast, iHeart Media, Lightbox OOH, Undertone
Ian Yung — Growth Marketing Leader | Tonal, Parachute, Touch of Modern, The Black Tux
J.P. Kinerk — Marketing leader | Garden's Alive, Curiosity Advertising
Katie Reed — CMO, Measurement leader | Casper, M‑Squared, Society6, Saatchi Art, Northwestern Mutual
Ken Sheehan — Geographic Information Systems Expert | US Geological Survey, University of New Hampshire, West Virginia University
Jay Sung — PE Operating Partner, CMO | Brentwood Associates, Proactiv, Guthy Renker
Mark Fiske — PE Operating Partner | HIG Capital, Credit Karma, Gap, Ancestry
Timothy Surowiecki — CMO | Sono Bello, Horizon Media, Citigroup, Forbes
Scott Braun — CMO | P&G, Gillette, VistaPrint, SimpliSafe, Drizly, Tovala
Ariff Quli — Revenue leader | Yelp, CNET, Outbrain, CDW
Chris Marine — Agency leader | Campfire, Cox, Sinclair
M‑Squared is a finance-grade marketing measurement and incrementality partner, built for marketers who want to understand what is actually driving results. The M‑Squared Collective: Boston is hosted solely by M‑Squared.
Founder of M‑Squared and one of the most recognized voices in marketing measurement, Madan Bharadwaj hosts the Collective in Boston.
"We are in the age of outcomes. There is roughly $1 trillion in global marketing spend. Holding all of it accountable to results will be the most significant transformation of marketing since the post-war economic boom of the 1950s."
Top client brands and operators sharing how they put causal measurement to work. Announced on a rolling basis.
CMOs and senior marketers, accountable for where budget goes and how it is defended.
Measurement and analytics leaders translating attribution complexity into action.
Finance leaders partnering with marketing on investment and ROI.
Agency and brand leaders proving impact and winning on strategy.
Founders and operators driving growth efficiency.
This is an exclusive, invite-only gathering. Tell us a little about you and we will confirm your spot. To keep the room right, we ask for your company and title, and invites go out on a rolling basis, so the sooner you apply the better.
