Jim Spaeth - Founder, Partner, Sequent Partners, USA

Jim co-founded Sequent Partners over 13 years ago. During that time, he has consulted on media and brand metrics for many of the country’s foremost media, associations and marketers. Jim also founded USA TouchPoints, the cross-platform, consumer journey measurement system developed by Sequent Partners.

Prior to co-founding Sequent Partners, Jim served as President of ARF, The Advertising Research Foundation, for seven years. Under Jim's leadership, ARF expanded its scope to incorporate all aspects of market research practice on a global basis, including marketing and media ROI, CRM, brand valuation, digital marketing and the transformation of the research function to a business discipline focused on value creation.

Prior to his leadership role at ARF, Jim spent over a decade developing new research tools to improve clients' business performance at PEAC ViewFacts, ScanAmerica and ASI. He has also led the media research and planning function at General Foods and Young & Rubicam.

Jim is the co-author of Market Research Matters and numerous articles, as well as a frequent conference speaker. He has served on the boards of a number of industry associations. Jim holds a B.A. in Mathematics, an M.S. in Econometrics and a Ph.D. in Economics. He has been honored as a member of the Market Research Hall Of Fame and as a winner of the ARF’s Erwin Ephron Demystification Award.

Alice K. Sylvester - Partner, Sequent Partners, USA

Alice has been a partner at Sequent Partners for over eight years. She has been involved in industry ROI initiatives, new media metrics development, and cross-media measurement through USA TouchPoints, the cross-platform, consumer journey measurement system developed by Sequent Partners.

Prior to joining Sequent Partners in 2008, Alice held a variety of positions in research and planning at major advertising agencies. Most recently, she was Senior Vice President, Account Planning Director at DraftFCB. She has also worked at Young & Rubicam Inc., (Director of Brand Insights) Leo Burnett, (Director of Brand Economics) J. Walter Thompson (Media Research Director) and Tatham-Laird & Kudner (now Havas). Ms. Sylvester has a diverse interdisciplinary background in media research, brand research and account planning.

Alice is a past Chairman of the Board of the Advertising Research Foundation, and a member of the Editorial Review Board of the Journal of Advertising Research. She has chaired the "David Ogilvy Awards for Research Excellence" as well as the "Emotional Response to Advertising” initiative. Alice is co-author of Advertising and the Mind of the Consumer, published in 2000 by Allen & Unwin and Kogan Page.

In her spare time, she is pianist and triathlete and raises money for recently returning veterans. She is the mother of two and a new grandmother (a fact she finds surprisingly awesome.) Alice lives in Arlington Heights Illinois with her husband Michael Stepanek, a commercial illustrator.

Jenn Leire - VP, Client Engagement, Analytic Partners, USA

Jenn Leire currently serves as VP of Client Engagement for Analytics Partners. Based in New York, Jenn leverages her deep digital expertise to help establish advanced analytics on behalf of Analytic Partners clients.

Jenn was previously VP of Account Management at Marketing Evolution, where she led key client engagements across industries including Retail, Financial Services and Automotive. She has also served as Consulting Manager, PMO, with Adobe and helped establish Dynamic Logic – one of the first digital tracking and measurement companies. While at Dynamic Logic she worked on both coasts overseeing operations, agency and brand clients for the Western Region and NYC during her tenure.

Jerome Amouyal - Head of Analytics & Insights, AXA, France

Jerome Amouyal is Head of Analytics and Insights in AXA Group Global Communication and Marketing department.

He started his carrier as a Strategic Consultant in Capgemini, and after a short “break” in an internet measurement start-up, where he discovered the impact of the Internet on all sectors, he had the opportunity to work again in Capgemini as a Managing Consultant, delivering large projects mainly for telcos: 3G launch, rebranding project, Internet transformation.

Jerome has a strong experience in market research and analytics, combined with experience in digital, e-business, IT projects, data driven innovation and UX.

What he likes the most is using his solution-oriented mindset to drive business results, especially in challenging and complex environments where data is key to take decisions.

Matt Andrew - Head of Operations, Ekimetrics, UK

Matt Andrew has over 9 years of experience building marketing strategies and analysing brand performance within the FMCG, Retail, Banking, Travel and Automotive industries, successfully optimising spending to maximise performance and engaging customers in typically 'low interest' categories.

At Ekimetrics, Matt leads operations for the UK office, working with clients across the globe and across verticals on Marketing Performance, Operational Excellence, Data Transformation and customised data solutions. These topics include marketing mix modelling (MMM), unified measurement, attribution, customer strategy and CRM excellence, automated personalisation, data governance and training programmes and delivery of media planning, simulation and smart data visualisation tools.

Previously, while working with Clive Humby and Edwina Dunn at Starcount, Matt worked on the development of new analysis techniques and methodologies, using the latest concepts to create leading edge solutions in social analysis and customer segmentation. He also worked in the UK and internationally for Colgate-Palmolive, with a career focused on using data-driven techniques to build Go-To-Market strategies and provide robust analysis of return on marketing investment (ROMI).  

Laurence Heinrichs - Senior Solution Expert, Global Product Business Unit, The Boston Consulting Group, UK

Laurence Heinrichs is the Senior Solution Expert, Global Product Business Unit of The Boston Consulting Group.

Previously, she was the Global Data Strategy & Attribution Director at Dentsu Aegis Network where was responsible for the development of advanced analytics capabilities and data driven products powered by Machine Learning across all the business units of the Dentsu Aegis Network. Her role also included enabling standardisation of data access process, structured data ingestion, global knowledge sharing and best practise around Machine Learning. She was also responsible for developing certification training program, business use cases and commercial models to develop data products at pace.

Prior to joining the agency world, Laurence was the Digital Marketing Lead of an investment management and financial planning company in Belgium, where she was leading the development of the digital marketing strategy and managing the operational marketing activities.

She has 8 years of digital marketing experience working with retail, travel, auto and financial business.

Laurence holds a Master Degree of Public Relations, with a specialisation in Crisis Communication from IHECS Business School in Brussels.

Ryan King - Managing Director, Innovation, Samba TV, USA

Ryan King is the Managing Director, Innovation of Samba TV, based in San Francisco. 

With over 14 years of experience in marketing measurement, he has actively and successfully immersed himself in designing and developing cross media advertising measurement tools to enhance marketing for clients across many industries. 

Prior to Samba TV, Ryan was a Senior Account Manager at Factor TG covering all aspects of the research process from implementation to reporting, before becoming the Director of Market Research at InsightExpress, and later the Vice President of Ipsos ASI, managing product development for new advertising research tools and designing and managing digital and cross media measurement products. 

He is a recipient of the Great Minds: Rising Star Award from The Advertising Research Foundation (ARF) and holds a B.S. in Marketing from California State University Sacramento. 

John-Alistair George - Global Head of Data Strategy, IPG Mediabrands, USA

With over 20 years of experience in media agency and advertising and having worked in over 8 countries, John-Alistair George utilises his passion and commitment to ensure company’s products and capabilities are ahead of industry trends by archetyping the next generation of data strategy, technologies and partnerships; all with the intention to drive performance, audience insights, brand safety and optimisation strategies for clients, by providing unique and forward-looking ideas to better serve a company’s brand and its relationship with its customers in relevant and strategic ways.

Daniel Heer - CEO & Co-Founder, zeotap, Germany

Daniel Heer is the CEO & Founder of zeotap and a driven and visionary entrepreneur who believes in the power of deterministic data at scale. 

At zeotap, Daniel has managed to do what no one thought possible. Within four years, he won ten major telecom operators and other large enterprises as data partners and built the first global mobile-first deterministic identity graph - which earned a US patent in 2018. Based on best-in-class data security and privacy, the company has additionally earned in 9 certifications including GDPR & ISO 27001. He has also raised over $20 million for the Berlin-based company from renowned investors across the US, Asia and Europe. Zeotap today offers an end2end solution to onboard, understand and activate 1st party customer data across the globe, and is helping over half of the top 100 brand advertisers in the world such as Unilever, P&G, McDonald's & Mercedes-Benz.

Before zeotap, Daniel headed Strategic Partnerships at AppLift and worked for the Executive Board of Vodafone in Germany, where he learned to value the potential of great data at scale. 

Martin Salo - CPO & Co-founder, RealEyes, UK

Martin Salo is the co-founder and Chief Product Officer of Realeyes - a London-based martech company which uses Emotion AI to help brands such as Coca-Cola, Expedia and Mars to maximise the impact of their video advertising. 

The Estonian-born entrepreneur is a pioneer in #emotionAI, helping advertisers measure the effectiveness of their video content at scale by teaching computers to measure consumer emotions and attention levels using webcams. 

He co-founded Realeyes in 2007, helping to build the company’s platform from scratch.  

Martin wrote his first line of code at the tender age of 7, while at 12 he created an app that was downloaded by tens of thousands of people. Before the age of 30, he founded his own successful digital creative agency and was the CIO for both Raunopol and Mothercare (Baltics).

Maggie Merklin - EVP, Analytic Partners, USA

Maggie Merklin is the Executive Vice President of Analytic Partners. 

She leads Analytic Partners Global Client Engagement team, being responsible for client delivery excellence and creating long-term client partnerships. Maggie plays a key role in enhancing Analytic Partners’ offerings with a focus on bringing new solutions and innovations to address evolving data, marketplace and business challenges. Maggie puts emphasis on bringing value to the analytics delivery process and driving change management so client organizations can make the most effective use of AP deliverables.

Her industry experience spans Consumer Goods, Financial Services, Hospitality, Retail, Pharmaceutical, and Automotive.

Melissa Grady - CMO, Cadillac, USA

Melissa Grady is the CMO of Cadillac.


Most recently, she was SVP of Digital and e-commerce of Jackson Hewitt.

Melissa was previously at MetLife where she headed Digital Acquisition on the Global Marketing team. 

Before MetLife, she led the charge on re-launching Motorola’s e-commerce initiative, bringing triple digit growth in a matter of weeks. By combining traditional CRM with display and analytics, Motorola was able to develop a data driven, closed loop program. She first came to Motorola to build and launch the Global CRM practice. The global program was executed off a single data platform and touched several million people every month.

Prior to joining Motorola, Melissa was an Account Director at TBWA\Chiat\Day, leading clients such as Infiniti and Vera Bradley. Previously, she worked at Jaguar Land Rover leading Digital and Database Marketing.

She received a Masters of Database, Direct, and e-commerce from Northwestern University in 1998.  She has a BA from DePaul in Business Administration, with minors in English and Communications. She has volunteered with several children’s organizations, most recently WITS (Working in the Schools).  She is also a Board Member of APS in Chicago (Alumni for Public Schools).

Steve Latham - Global Head of Analytics, Flashtalking, USA

Steve Latham is the Global Head of Analytics at Flashtalking.
For 15 years, Steve has been a thought leader and expert practitioner in planning, executing and measuring digital media campaigns. After selling his digital media agency in 2010, Steve launched Encore Media Metrics to pioneer a new category for attribution and advanced analytics.  Encore was acquired by Flashtalking in 2015 and now provides data-driven insights for leading brands and agencies around the globe.  In his current role, Steve oversees product, sales, marketing and account services for Flashtalking’s analytics group.
Since 2010, Steve and his team have helped 100+ brands and agencies measure and optimize digital media.  Encore’s insights have saved clients millions in wasted spend while generating significant improvements in ROI.  Steve is a contributing author and industry speaker on all things ad-tech with an MBA from Harvard and a prior background in software, consulting and finance.

Gerhard Louw - Senior Manager, International Media Management & Digital Transformation, Deutsche Telekom, Germany

Gerhard Louw has been with Deutsche Telekom AG at the headquarters in Bonn, Germany for more than 10 years. As Senior Manager, International Media Management & Digital Transformation, he is responsible for steering and coordinating the international media function for the Deutsche Telekom Group across its 13 national telecommunication companies in Europe.

He represents Deutsche Telekom in the World Federation of Advertisers (WFA) and is the co-lead of the Global Media Forum. He is a co-author on 2 of the Association’s most popular publications: the WFA Guide to Programmatic buying (2014) and the WFA Compendium of Adfraud Knowledge (2016). He also represents the WFA in the European Viewability Steering Group (EVSG).

His professional background spans 20 years and includes many aspects of marketing management on local and global levels, having worked in four dynamic industries: advertising, fast-moving consumer goods, IT services & Telecommunications.

Lucien van der Hoeven - GM EMEA, Analytic Partners, Germany

Lucien is a General Manager at Accenture’s Digital Analytics team for DACH. He is passionate about making “big data” and “analytics” work for multinationals and large national companies.

Since early 2014, Lucien van der Hoeven was MarketShare’s Executive Vice President for Europe, Middle East and Africa (EMEA). He was responsible for MarketShare’s EMEA operations and for expanding MarketShare’s leadership position in UK and DACH region.   
Lucien brings a wealth of industry background (CPG, Retail, Telco, Finance, Automotive) from his previous positions of MD EMEA for MarketShare/Neustar and MD Netherlands/Belgium for global market research leader GfK.

Lucien has also been a board member of Aimark, lecturer at TIAS Nimbas Business School, Advisory Board member at University of Tilburg and a lecturer at Avans Business and NHTV Business School.

Lucien holds a Master’s degree in Marketing from TIAS Business School, and a Master’s in Law from Erasmus University Rotterdam. 

Jonathan Sweeney - Senior Manager, Principal Digital Consultant, Gain Theory, UK

Jonathan Sweeney is Senior Manager and Principal Digital Consultant of Gain Theory, helping to lead growth into new digital focused products. He is responsible for new analytics around digital media, specifically the implementation and development of Gain Theory’s Attribution solution to help clients understand the true role of all their digital media throughout the consumer path.

Prior to Gain Theory, Jonathan worked at Starcom Mediavest Group in the UK developing their digital marketing analytics, data and reporting offering. He also has an in-depth knowledge of digital direct marketing practices having previously held a position within the Performance Digital team at SMG, working with clients across Financial and Travel verticals.

Jonathan lives just South of London with his wife and when he isn’t analysing data he has a passion for experiencing new types of food and drink and a keen interest in world cinema and animation.

Liam Corcoran - VP Ad Measurement and Audience Data EMEA, Dynata, UK

Liam Corcoran leads the Ad Measurement and Audience Data Team across EMEA for Dynata.

The Ad and Audience team maximizes the value of accurate authentic first party data through the application of leading-edge advertising measurement, analytics technology, and strong research expertise to deliver to Dynata’s clients an innovative and efficient research and marketing platforms which are used to plan, target, validate, measure and optimise all types of advertising campaigns, leading to attributing marketing spend to revenue growth with multi-touch attribution and ROI reporting.

Shubu Mitra - Founder and CEO, Agile Measurement, USA

Shubu Mitra - Founder and CEO, Agile Measurement, USA

Shubu is Director of Connection Planning Effectiveness & Productivity at The Coca-Cola Company. He leads Coca-Cola's global effort to improve the effectiveness of brand marketing communications and increase productivity. Shubu is responsible for measuring the impact of all communication investments on the business and developing and deploying global marketing communication planning tools and processes to drive higher impact. He also leads global marketing productivity initiatives in the marketing communications and consumer promotions space. Prior to joining Coca-Cola, Shubu was a consultant with McKinsey & Company and worked with several CPG clients on brand growth strategy and marketing spend effectiveness.

Shubu holds a Bachelors degree in Mechanical Engineering from Institute of Technology, Banaras Hindu University, India and Master of Management Studies from University of Mumbai, India.

Michael Schoen - SVP, General Manager of Marketing Solutions, Neustar, USA

Michael Schoen is the SVP, General Manager of Marketing Solutions at Neustar, developing and perfecting an integrated platform that enables companies to win in the connected age. Michael oversees the end-to-end system of identity that gives marketers a complete, real-time portrait of their customers and prospects, enabling a personalized dialogue across all marketing channels. His leadership has been instrumental in building the industry’s most authoritative and real-time marketing platform, built on trusted identity and leveraging the most sophisticated analytics models to help the largest brands with complex decision-making. 

Prior to joining Neustar in 2014, Michael was the EVP, Product at Cadreon, IPG’s cross-channel audience measurement, management and buying platform. Michael was responsible for driving the product strategy, development, and technology partnerships that enabled Cadreon’s offerings across all addressable media.

Prior to joining Cadreon, Michael was General Manager, Advertising Platforms and VP, Product & Technology at LookSmart, where he was responsible for building out a paid search platform and publisher syndication business.

Michael holds an AB in Computer Science from Harvard College and an MBA from UCLA.