Leaders’ Brief: Rethink ROI in the AI era

Leaders’ Brief: Rethink ROI in the AI era

If ROI is the goal, measurement is your number one partner.
In the AI era, measurement is shifting from retrospective analysis to real-time optimisation — and marketers need faster frameworks, stronger data, and a clearer view of what’s truly driving growth.

Join Sarah Byrne, Google’s Director of Agency, UK & Ireland, alongside a panel of leading EMEA brand and agency experts from Omnicom, Deliveroo and Spain’s IE University, for a fast, practical Leaders’ Brief on modern marketing effectiveness — from Data Strength and first-party signals, to incrementality testing and MMMs.

You’ll also hear from Google Market Insight Managers, sharing insights from The UnsAId research — and how AI is supercharging marketing strategy, decision-making and measurement.

Before the show, take this 2 minute QUIZ, to discover your organization’s AI mindset

Speakers

Sarah Byrne,

Director of Agencies Southern Europe,
UK & Ireland, Google

Nihal Arthanayake,

Host radio and TV presenter

Max Minckler,

Market Insights EMEA,
Google

Pablo Pérez,

Market Insights EMEA,
Google

Annie Baldwin,

Data Scientist, Deliveroo

Guy Gobert-Jones,

Managing Director of Digital Performance,
Omnicom Media UK

Carlos Saldaña,

Chief Marketing Officer,
IE University