Leaders’ Brief: Rethink ROI in the AI era

If ROI is the goal, measurement is your number 1 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, alongside a panel of leading EMEA brand and agency experts, 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.