[Virtual] CMA Marketing Week: Kick-off Event / CMA Connect Live

The New Marketing Calculus

A Memo for CMOs Rethinking Measurement
Most marketing dashboards still tell a clear story.
The challenge is,  that story is no longer the full picture.

Marketing measurement isn’t failing, it’s evolving. Privacy constraints, platform dynamics, longer buyer journeys, and AI-driven discovery have reshaped how decisions are made and where influence actually happens. As a result, many of the metrics teams rely on today remain useful, but increasingly incomplete.

This session is structured as a memo to CMOs and marketing leaders navigating that shift.

It offers a more grounded way to think about measurement — one that moves beyond single-source truth and toward a system of signals that better reflects how growth actually occurs.

We’ll explore:

• Why attribution remains valuable — but insufficient on its own
• Where platform data informs action, but not strategy
• How efficiency metrics like ROAS can mask marginal reality
• Why AI-driven discovery is creating a new layer of unmeasured influence

And most importantly, what to do next:

• How to combine attribution, incrementality, and modeled views of performance
• How to think in terms of contribution, not just conversion
• How to align measurement more closely with business outcomes

 
Basil Hatto , SVP Product,  NP Digital Canada

Basil Hatto is the SVP of Product and Growth at NP Digital Canada, where he leads product innovation and drives growth through data and analytics. He focuses on identifying scalable opportunities for monetization and expansion across Canadian clients.

With over 20 years of experience, Basil has held leadership roles across media, startups, and agencies with a strong focus on data-driven performance. He is known for shaping a distinct approach to growth marketing grounded in data science and practical execution.

Based on an exclusive field study of today's most successful CMOs, this candid discussion will dive into the seven distinct "species" of marketing leaders who've adapted to thrive in the modern corporate ecosystem.

Our panelists will share raw, unfiltered confessions from the interviews that informed the report; the failures that forced adaptation, the strategies that ensured survival, and the leadership mutations that created a competitive advantage.

Jon Crowley
SVP, Head of Strategy, Partner, FUSE Create

Jon is a strategy leader with more than 15 years of experience. He has covered nearly every type of strategic work ad agencies do, most industry verticals, and global, North American, and Canadian mandates. In the past, Jon has worked at agencies including Sid Lee, Cossette, Publicis and Diamond, with roles ranging from connections planning to managing strategy departments. He’s led work for brands like McDonald’s, Soles4Souls, CIBC, The Heart & Stroke Foundation, and more. 

Krisi Packer
Author of Confessions of a CMO, Associate Creative Director, Verbal- Monigle 

Krisi is a story architect who helps brands turn personality into connection. Drawing on experience across journalism, communications, digital marketing, and brand strategy, she brings a holistic lens to storytelling. At Monigle, she helps brands find—and fully own—their voice through distinctive messaging and verbal identities that resonate across every touchpoint.