The marketing landscape is evolving faster than ever, and understanding the true impact of your brand and campaigns is critical. With multiple channels, complex customer journeys, increasing privacy restrictions, and more AI-driven media environments, traditional measurement approaches are no longer enough. So how can organizations move beyond reporting to truly prove impact – while enabling smarter decisions, better ROI, and a culture of test and learn?
Following the success of our Meridian MMM event last year, we’re excited to host another industry-leading session on Advancing Marketing Measurement in the Age of AI in collaboration with Google on Tuesday, March 31st. This event will feature keynotes from Hunkemöller and BasicFit, along with hands-on insights and use cases from Artefact and Google experts.
Agenda highlights
At this event, you’ll gain actionable takeaways to:
- 🎀 Hunkemöller: Learn how a leading brand is building a Marketing ROI Center of Excellence, optimizing media effectiveness, and creating a data-driven operating model to continuously improve marketing performance.
- ⚡BasicFit: Discover how in-house MMM mirrors the marketing funnel to align performance and branding, providing clarity on channel and campaign contribution.
- 🤖 Google: Recap one year of Meridian, explore new developments in MMM and incrementality, and understand how measurement evolves as channels become increasingly AI-driven.
- 📊 Artefact: Learn how to operationalize test-and-learn programs and apply Agentic AI to scale incrementality testing, automate insights, and support faster, smarter marketing decisions.
Who is this session for?
This session is ideal for marketing and measurement professionals who want to stay ahead in a rapidly evolving landscape. Whether you’re a marketing leader aiming to maximize ROI, a media or performance marketer optimizing campaigns across channels, a data and analytics professional exploring AI-driven measurement, or a brand manager seeking to align performance and branding objectives, this session will equip you with practical frameworks and thought leadership insights to implement smarter, data-driven marketing strategies.
Speaker(s)
Sid Mohan, Sr. Director Data Science US & Northern Europe
Artefact
Sid is a Senior Director of Data Science & AI at Artefact with over 7 years of experience, progressing from Senior Data Scientist to leading global initiatives in Marketing Measurement, Causal Inference, and Agentic AI. He specializes in interpretable, explainable AI and causal modeling, and has led high-impact programs across Financial Services, Luxury, Pharma, and Consumer Electronics. He also focuses on reasoning and inference for LLM-based and Agentic AI systems. Sid is recognized for his technical leadership, problem-solving mindset, and strong commitment to Responsible AI.
Jan Hendrik Fleury, Senior Data & AI Consulting Director
Artefact Northern Europe
Jan Hendrik Fleury has 15+ years of experience in Customer Data Platforms of all types, including Warehouse CDP’s. He blends technical expertise with a consultative approach to drive transformation and achieve results. He also chairs the Data-Driven Marketing Association, Chapter Data, Decisions & Engagement, he lectures at Beeckestijn Business School about data strategy, data platforms, data privacy, and AI ethics.
Johan Walda , Manager Data Science & Insights
Artefact Northern Europe
Johan Walda is the Manager of Data Science at Artefact, specializing in Marketing Mix Modeling (MMM) and media effectiveness. With 10 years of experience in market research and SaaS MMM, he helps global advertisers optimize marketing impact. An expert in brand building and long-term media effects, Johan translates complex analytics into actionable insights for sustainable growth.
Roos van der Zee, Head of Performance Marketing & eCommerce
Basic-Fit
With over 10 years of experience in digital marketing and measurement, Roos specializes in leveraging data, AI, and test-and-learn frameworks to optimize campaigns, drive growth, and align performance with branding objectives. She has worked with global brands to translate insights into actionable marketing strategies and scalable results.
Wouter Blok, Growth Consultant
Hunkemoller
Born and bred in Haarlem, The Netherlands, Wouter (LinkedIn) has spent over 20 years where creativity, technology and data meet the customer. As a Growth Leader, he has helped companies scale up across Telco (Sprint/T-Mobile), Retail (Coolblue, VanMoof), Travel (Booking, GetYourGuide), Fashion, Fin- and MarTech.
Vaishnavi Singh, MMM Lead Benelux
Vaishnavi is a marketing science leader with 8+ years of experience across Google and Nielsen, specializing in Marketing Mix Modeling (MMM), incrementality testing, and full-funnel media measurement for global FMCG, luxury, and beauty brands. They translate complex analytics into strategic growth plans, connecting upper-funnel brand activity to lower-funnel sales impact and driving measurable ROI across markets in Europe and APAC.
