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Come spend an afternoon with CMOs and senior marketing leaders before heading to eTail West, as they share growth playbooks, practical uses of AI, and transformational insights. Hear the stories behind their decisions and ask the questions that matter to your business.
The Collective experience
Join the Sunday workshop from 12:30-4:30 pm, followed by networking, hosted publisher meetings, and a night out together. M-Squared clients can continue with QBRs and additional one-on-one meetings on Monday.
12:00 pm
Check in before the workshop begins at 12:30 pm.
12:30-12:40 pm
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
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
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
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
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
Compare notes and meet the people behind the cases.
Track 2 · 2:30-4:10 pm
Explore MMM, AI, and advanced analytics to improve creative, audience targeting, and investment decisions.
For measurement, analytics, and marketing practitioners
2:30-3:00 pm
Measurement workshop
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
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
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
Bring the questions raised by the afternoon’s cases and measurement discussions.
4:30-5:00 pm
Compare notes from the workshop and connect with CMOs, senior marketers, and publisher partners.
5:00-6:15 pm
Talk through your objectives with participating publishers in meetings arranged in advance. Let us know you’re interested when you register.
7:00 pm
Evening plans to be announced.
Day 2 · Monday, February 22
Continue the conversation alongside eTail West. M-Squared clients can review their business, work through a priority with the CMO Advisory Council, and meet with publishers. Sessions are by appointment and can also be arranged at other times during the Collective.
Bring a business challenge to a one-on-one session. Work with a council member on your options and a personalized plan.
Review the quarter in person with your M-Squared team. Discuss what the measurement shows and what it means for your next investment.
Arrange more time with participating publishers to discuss audiences, objectives, and media opportunities.
Use dedicated space to discuss priorities with your team and put the Collective’s ideas to work.
Meet the CMOs, operators, and measurement experts bringing different perspectives to your next growth challenge.
The most useful question often comes after the case ends. How did you get finance comfortable with that investment? What did you try first? What would you do differently?
Over coffee and a fun night out, continue the discussion with CMOs, marketing VPs, and measurement practitioners. Share what you’re working through and hear how others have approached it.
Talk with publishers across video, audio, and digital media about the audiences you want to reach. Compare opportunities, ask practical questions, and consider where a new channel could fit your growth plan.
Tell us about yourself and what you’d like to learn. Your place is confirmed after your request is approved.
Already personally invited? Enter your personal access code.
