In this session, Vuslat Acar, VP of Mastercard Services, will share a practical approach to experimentation and measurement that helps leaders test ideas faster, learn what actually drives results, and invest with greater confidence. You’ll leave with: * A clearer way to decide which ideas are worth testing, and which aren’t * A practical framework for testing, learning, and measuring before committing bigger budgets * Ways to separate real business impact from noise and vanity metrics * A stronger approach to deciding what to scale, what to stop, and where to invest next * A view of how AI can change the way marketing teams experiment, learn, and make investment decisions Drawing on experience across marketing organizations and industries, Vuslat will share practical lessons for building a culture where teams don't have to guess what will work: they can test, learn, and make smarter bets.