Most marketing teams are still reporting on metrics that don't move the boardroom. Proxy measures, fragmented channel data, and attribution models disconnected from real purchasing behaviour mean leaders are optimizing for outputs that don't map to business outcomes — and losing executive credibility in the process. This fireside brings together a consumer data lens and an operational measurement perspective to examine what it actually takes to evaluate marketing performance against real outcomes. The conversation will cover how to connect signals across digital, CRM, eCommerce, and sales into a coherent story — and how to build the data trust and governance foundations that make that story stick with leadership. You'll leave with: - A sharper view of which KPIs executives actually use to make investment decisions, and how to reorient reporting around them - A practical framework for identifying the audience segments where incremental growth is most likely to come from: heavy buyers, lapsed users, competitor shoppers - Principles for aligning audience definition, campaign execution, and measurement to the same underlying data so optimization reflects real business results