The media effectiveness landscape is evolving rapidly, with new measurement methodologies (some good, some very dubious), combined with increased complexity around the terminology, number of channels, and shifting regulatory constraints.

Econometrics has cycled in and out of favour, but with GDPR and walled gardens limiting attribution, it’s made a strong comeback—adapting to the new realities of fragmented media and privacy-first measurement. This session will explore key trends in ROI analysis, from the resurgence of econometrics to the evolution of test-and-control methodologies. With the rise of platform-owned solutions we’ll dig in to their limitations and biases.

The Alliance will be joined by 2 speakers from member agency Independent Marketing Sciences:

Alex Vass is CEO and Founder of Independent Marketing Sciences. He has led analytics functions across Creative, Media, and PR agencies—including global roles at IPG. With a background spanning strategy and measurement, he brings a deep understanding of how data can drive more effective, accountable marketing across the full marketing spectrum.

Lucy Summerton is Director at Independent Marketing Sciences. She works with brands to bring clarity to complex marketing questions, turning data into clear, actionable insights that support better decision-making. With a sharp eye for what really matters, she helps agencies, and their clients cut through the noise and focus on the levers that drive real business impact.