Join Jesse Math, VP of Strategic Partnerships at Keen Decision Systems, in conversation with Devyn McHugh, Director of Programmatic at Quigley-Simpson. They unpack full-funnel measurement that goes beyond weekly reports and last-touch attribution, with practical ways to capture both upper-funnel brand impact and lower-funnel conversions.

You’ll learn how to:

• Apply layered measurement combining multiple attribution approaches

• Treat programmatic as a cross-channel technology for journey measurement

• Balance short-term KPIs with long-term brand growth

• Move beyond last-touch to reflect the complete customer journey

• Choose channels based on full-funnel performance, not isolated metrics

• Use probabilistic methods to understand complex journeys

• Navigate independent agency realities while sustaining growth

Devyn shares hands-on tactics: educating stakeholders on journey complexity, using retargeting as a gateway to broader strategies, and maintaining user experience while meeting performance reporting needs.

Perfect for: programmatic pros, media strategists, measurement specialists, customer journey analysts, and digital advertising leaders seeking full-funnel, sustainable growth.