BEGIN:VCALENDAR
VERSION:2.0
METHOD:PUBLISH
PRODID:-//Telerik Inc.//Sitefinity CMS 15.3//EN
BEGIN:VTIMEZONE
TZID:Eastern Standard Time
BEGIN:STANDARD
DTSTART:20251102T020000
RRULE:FREQ=YEARLY;BYDAY=1SU;BYHOUR=2;BYMINUTE=0;BYMONTH=11
TZNAME:Eastern Standard Time
TZOFFSETFROM:-0400
TZOFFSETTO:-0500
END:STANDARD
BEGIN:DAYLIGHT
DTSTART:20250301T020000
RRULE:FREQ=YEARLY;BYDAY=2SU;BYHOUR=2;BYMINUTE=0;BYMONTH=3
TZNAME:Eastern Daylight Time
TZOFFSETFROM:-0500
TZOFFSETTO:-0400
END:DAYLIGHT
END:VTIMEZONE
BEGIN:VEVENT
DESCRIPTION:Join Col Smith from TransUnion to discuss how leading organizat
 ions are bringing together Marketing Mix Modelling (MMM)\, attribution and
  experimentation to create a connected measurement framework that drives b
 etter decisions\, stronger forecasting and profitable growth.In this engag
 ing discussion\, attendees will explore how leading organizations are tran
 sforming marketing measurement into a strategic advantage. Come ready to c
 ollaborate and discuss. Proposed topics of discussion include:Why traditio
 nal marketing measurement approaches rarely influence executive decision-m
 aking\;How Marketing Mix Modelling (MMM)\, attribution and experimentation
  work together to create a complete view of performance\;How organizations
  uncover the true drivers behind revenue and marketing performance trends\
 ;Proven strategies for aligning Marketing and Finance around a shared sour
 ce of truth\; andHow leading brands forecast growth\, optimize investments
  and defend budgets with greater confidence.Please submit your questions a
 nd come prepared to chat. Only 15 spots available.
DTEND:20261006T153000Z
DTSTAMP:20260924T172545Z
DTSTART:20261006T143000Z
LOCATION:
SEQUENCE:0
SUMMARY:Your Marketing Data Is Lying to You: Why Canadian CMOs Need a Measu
 rement Strategy | Mastercard CMA
UID:RFCALITEM639258531453913367
X-ALT-DESC;FMTTYPE=text/html:<p data-pm-slice="1 1 []">Join Col Smith from 
 TransUnion to discuss how leading organizations are bringing together Mark
 eting Mix Modelling (MMM)\, attribution and experimentation to create a co
 nnected measurement framework that drives better decisions\, stronger fore
 casting and profitable growth.<br></p><p>In this engaging discussion\, att
 endees will explore how leading organizations are transforming marketing m
 easurement into a strategic advantage. Come ready to collaborate and discu
 ss. Proposed topics of discussion include:<br></p><ul><li>Why traditional 
 marketing measurement approaches rarely influence executive decision-makin
 g\;</li><li>How Marketing Mix Modelling (MMM)\, attribution and experiment
 ation work together to create a complete view of performance\;</li><li>How
  organizations uncover the true drivers behind revenue and marketing perfo
 rmance trends\;</li><li>Proven strategies for aligning Marketing and Finan
 ce around a shared source of truth\; and</li><li>How leading brands foreca
 st growth\, optimize investments and defend budgets with greater confidenc
 e.</li></ul><p><em style="background-color: rgba(0\, 0\, 0\, 0)\; color: i
 nherit\; font-family: inherit\; font-size: inherit\; text-align: inherit\;
  text-transform: inherit\; word-spacing: normal\; caret-color: auto\; whit
 e-space: inherit">Please submit your questions and come prepared to chat. 
 Only 15 spots available.</em></p>
END:VEVENT
END:VCALENDAR