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Last-touch metrics got your agency hired. In 2027, they can get you fired.
Learn how to measure your campaigns' true impact on your clients' business outcomes. Spend an afternoon with CMOs working through the investment challenges your clients face. Explore M-Squared as your agency's marketing science team, with the chance to unlock up to $100K in publisher ad credits.
The agency experience
Give your clients a stronger basis for growth.
Connect your work to business growth.
- Hear how CMOs evaluate real investment decisions.
- Connect campaign reporting to incremental revenue and profit.
Get your clients up to $100K in ad credits.
- Bring clients new publisher opportunities.
- Spend a day with them getting measurement right.
Add marketing science to your practice.
- Get an M-Squared team for your agency.
- Learn how to upgrade your analytics practice.
Network with the Collective.
- Meet CMOs, senior marketers, and publisher partners.
- Continue the conversation before eTail West begins.
Access up to $100K in publisher ad credits.
Explore publisher programs available to eligible M-Squared clients. M-Squared helps you select the right publishers to fit your objectives and designs an incrementality test to measure the results.
Come with a client. Build on what you learn together.
Agency participation is limited to three agencies. Join the workshop, case-study discussions, and networking with a client whose growth challenges you’re working on.
Agency participation
$2,500
Request a place for your agency. We’ll follow up to confirm availability and participation details.
Agency fee waived.
Attend with at least one client and we’ll waive the agency participation fee. Brand leaders attend at no charge.
Tell us which brand you plan to attend with when you request a place.
Your media expertise. Our marketing science.
Your clients need to know which marketing investments drive incremental revenue and profit, and where to invest next. Explore how M-Squared can work alongside your agency to answer those questions.
Keep reporting. Add causal evidence.
Connect delivery, clicks, and attributed conversions with evidence of incremental revenue and profit. Give clients a clearer basis for their next budget decision.
Work with a specialist team.
Explore a partnership spanning MMM, incrementality testing, attribution, and advanced analytics, with specialists to interpret the findings alongside your team.
Turn findings into a client plan.
Bring your knowledge of the brand, media, and creative. Work with M-Squared to translate measurement into investment choices and a testing roadmap.
Brands and partners joining us in Palm Springs.
Publishers
An afternoon of growth ideas, case studies, and conversation.
Join Sunday’s workshop, case-study discussions, networking, and evening gathering.
Day 1 · Sunday, February 21
12:00 pm
Arrival and registration
Check in before the workshop begins at 12:30 pm.
Workshop · 12:30-4:30 pm
12:30-12:40 pm
Welcome to the Collective
A look at the questions shaping the afternoon and how to put the sessions to work for your business.
Madan Bharadwaj
Track 1 · 12:40-2:15 pm
Growth playbooks
Senior leaders share the decisions, evidence, and lessons behind their growth strategies, including how they are putting AI to work.
For CMOs and senior marketing leaders
12:40-1:10 pm
Prenuvo case study
Prenuvo: Proving which media could grow bookings
See how Prenuvo used geo tests and natural experiments to compare CTV, linear TV, and digital audio, assess the cost of additional bookings, and decide where to invest next.
Chris Taylor and Madan Bharadwaj
1:10-1:40 pm
LaserAway case study
LaserAway: Connecting brand, creative, and AI to growth
Explore how LaserAway connects consumer insight, creative development, causal attribution, and AI to guide marketing investment.
Paul Baumgarthuber
1:40-2:15 pm
Leadership panel
How do you drive growth when the business is under pressure?
Compare approaches to finding demand, choosing what to protect, and improving performance when the business needs more from its marketing budget.
Scott Braun and Ian Yung, moderated by Katie Reed
2:15-2:30 pm
Coffee and conversation
Compare notes and meet the people behind the cases.
Track 2 · 2:30-4:10 pm
Advanced measurement
Explore MMM, AI, and advanced analytics to improve creative, audience targeting, and investment decisions.
For measurement, analytics, and marketing practitioners
Bring your analytics lead to Track 2 and work through how to apply the techniques to your clients.
2:30-3:00 pm
Measurement workshop
What should you expect from an MMM?
Work through model assumptions, validation, and the questions to ask before using an MMM to make your next budget decision.
Madan Bharadwaj
3:00-3:35 pm
Technical deep dive
How can AI and advanced analytics improve creative and audience targeting?
Explore how AI and M-Squared’s proprietary analytical techniques inform creative choices and audience targeting. Discuss what the evidence supports and how to apply it.
Katie Reed and Ken Sheehan
3:35-4:10 pm
Pacifica Beauty case study
Pacifica Beauty: Finding the right Amazon budget for every product
See how Pacifica Beauty used product-level MMM to decide where to cut, hold, or increase Amazon ad spend, and identify a modeled opportunity for more revenue with the same budget.
Jay Sung and Madan Bharadwaj
4:10-4:30 pm
Ask the CMO Advisory Council
Bring the questions raised by the afternoon’s cases and measurement discussions.
4:30-5:00 pm
Networking break with refreshments
Compare notes from the workshop and connect with CMOs, senior marketers, and publisher partners.
5:00-6:15 pm
Publisher meetings for your client. Networking for you.
Your client gets hosted meetings with participating publishers to discuss their objectives and media opportunities. You join the networking and continue conversations with CMOs, senior marketers, and the M-Squared team.
View meeting blocks
7:00 pm
A fun night out
Evening plans to be announced.
Marketing leaders and specialist expertise, together.
Meet the CMOs, operators, and measurement experts bringing different perspectives to your next growth challenge.
Get closer to the decisions your clients face.
Hear what CMOs need from their agency partners when budgets face scrutiny. Compare notes on measurement, creative, and the work of finding the next source of growth.
There’s time over coffee and during the evening gathering to continue the discussion with brand leaders, publishers, and the M-Squared team.
Optional private client dinner on Monday.
Ask about a private dinner with your client on Monday, February 22. Indicate your interest when you request a place, and we’ll discuss availability and arrangements with you.
Join the conversation in Palm Springs.
Tell us about your agency and the client you plan to attend with. We’ll review your request and follow up to confirm availability and next steps.
Participation limited to three agencies. Agency fee: $2,500, waived when you attend with at least one client.