Ecommerce and retail online roundtable · Wednesday, September 30

Measurement for 2027: How Leading Consumer Brands Make Faster, Better-Informed Marketing Investment Decisions

💡 Where should the next marketing dollar go?

Every marketing leader is being asked the same thing: prove it works, tie it to the business, and move faster than last year.

But Google, Meta, Amazon, and TikTok each claim the sale. Their numbers can add up to twice your real revenue.

Now AI is changing how people find and buy, and you have more dashboards than ever.

So which number do you trust when it's time to move the budget?

The brands that win in 2027 won't have more data. They'll have a faster, more trusted way to turn it into decisions.

Join leaders from Pura, Azzas 2154, Sellforte, and other brands for a peer panel on how leading brands are building the measurement foundations they'll rely on in 2027.

Fo leaders and executives across marketing, media, performance, growth, ecommerce, and analytics.

📅  September 30  🕒  9AM PT 🇺🇸 // 12PM ET 🇺🇸 // 6PM CET 🇪🇺

You'll Learn

  • How leading brands prove incrementality and connect marketing investment to revenue, profit, and broader business outcomes

  • What a trusted source of performance looks like across marketing, analytics, finance, and leadership teams

  • How leading teams use MMM, attribution, experimentation, and AI-assisted analysis without creating competing versions of the truth

  • What faster budget reallocation looks like in practice, and how teams turn measurement into investment decisions while campaigns are still live
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Speakers

Anika Kreißl, Teamlead Display, Retargeting & Affiliate / Project Lead Measurement @ bonprix anika-2
Anika Kreißl, Teamlead Display, Retargeting & Affiliate / Project Lead Measurement @ bonprix
Together with her team, she is responsible for retargeting, display, and affiliate campaigns across 16 markets. Her focus is on driving data-driven growth, continuous testing, and innovation in performance marketing.
Friederike Thackwell, Senior Industry Manager Consultancies & Tech Partner @ Google Friederike Thackwell
Friederike Thackwell, Senior Industry Manager Consultancies & Tech Partner @ Google
Friederike has deep expertise in marketing measurement. In her current role, she manages partnerships with leading Marketing Mix Modeling (MMM) vendors and was instrumental in establishing Google's MMM Partner support program.
Juha Nuutinen, CEO & Co-founder @ Sellforte Juha
Juha Nuutinen, CEO & Co-founder @ Sellforte
Before founding the company, he worked at BCG as a global expert in promotion effectiveness. Today, he leads Sellforte with a focus on delivering measurable value to customers, helping marketing and commercial teams connect their investments to real business impact.
Danielle Mathews
10
Pura

Danielle Mathews

Sr. Director, Integrated Marketing @ Pura

14+ years leading performance and commerce media across D2C and CPG brands. At Pura, Danielle leads integrated marketing across paid media, ecommerce, and CRM, balancing acquisition efficiency, retention, profitability, and growth.

Chris Kervinen
11-1
Sellforte

Chris Kervinen

Head of Ecommerce & D2C @ Sellforte

8+ years advising US and European consumer brands running $50M+ in annual paid media. At Sellforte, Chris leads go-to-market for retail, fashion, and D2C teams operationalizing MMM, incrementality, and attribution into a unified measurement framework finance and leadership can trust.

thaynna
Azzas 2154

Thaynna Guerra Abreu

Media Specialist @ Grupo Azzas 2154

Thaynna leads MMM and attribution across the brands of Grupo Azzas 2154, one of Latin America's largest fashion groups, including FARM Rio as it expands in the US. She connects media investment to EBITDA and works at the front edge of AI-driven media analytics, driven by data, media efficiency, and measurement innovation.

Three perspectives on measurement for 2027

2-2

Pura

A US smart-home fragrance and DTC brand balancing growth, retention, profitability, and customer acquisition as the market rapidly evolves.

4-4

Azzas 2154

One of Latin America's largest fashion groups (over $2B in annual revenue) behind FARM Rio, Schutz, and Animale. FARM Rio is driving the group's international expansion, with a growing US retail and ecommerce presence.

3-1

Sellforte

A marketing measurement and optimization platform helping retail and ecommerce brands combine MMM, incrementality testing, attribution, and AI-powered optimization into faster, more informed investment decisions.

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