You know how to run a campaign. You know how to pull the numbers. But when leadership asks whether it worked — or a funder wants to see impact — the answer still feels harder than it should be. This session is for communicators and marketers who are past the basics but haven't had the time, the budget, or the analyst to build a proper measurement practice. We'll get into how to choose metrics that actually connect to organizational goals before a campaign launches, how to build a simple but defensible measurement framework from the tools you already have, and how to tell the story of your results in a way that earns trust rather than just reporting activity.
Mo Dezyanian is the president of Empathy Inc., an ad agency working with brands that want to be culturally relevant. He has an impressive brand portfolio in his resume that includes Canadian Tire, Popeyes, Bosch, Mattel, Liberal Party of Canada and many more. As the kid who skipped cartoons to watch the commercials, his passion for the industry runs deep. He is frequently called upon as an expert for commentary on consumer trends by the Washington Post, the National, the Globe and Mail, and many more.